Convenience stores and food service businesses are to benefit as Müller introduces FRijj with a longer lasting ambient recipe for the first time.
The new FRijj ambient range is being produced at Müller’s Severnside site, which has benefitted from substantial investment to create a new centre of excellence for milk drinks and fresh cream.
Müller intends to use the increased capabilities at Severnside and across its network of dairies to create the next generation of great tasting Müller branded and private label dairy products made from milk produced by British farmers.
The business intends to make the Official Milk Drink of British Athletics and Athletics Ireland widely available across multiple channels and also more relevant in additional consumption occasions throughout the day.
The move to offer a longer lasting FRijj range follows the success of Müller’s reformulated FRijj recipe, the introduction of on-the-go 400ml portions and the recent launch of 900ml FRijj, a larger shareable portion that can be kept in the fridge.
Made with Müller Milk and available now, the new recipe launched in FRijj’s four most popular flavours, Fudge Brownie, Strawberry, Chocolate and Banana, in 400ml portions, and is also available with a PMP option, with an RRP of £1.
Additional flavours from the existing 400ml on-the-go range may also be introduced in the future.
As the Official Milk Drink of British Athletics and Athletics Ireland*, the business is also introducing a British Athletics and Athletics Ireland banner on all FRijj SKUs to add further inspiration to the dairy aisle, and encourage consumers to live active and healthy lifestyles.
Dan Howell, Commercial Director at Müller Milk & Ingredients said:
“Since we acquired FRijj, we have been working really hard to firm up the foundations, create brand equity, and drive base sales.
“In the last year, we brought FRijj back onto UK TV screens after five years away, improved the delicious recipe, started targeting new consumption occasions, offering zero added sugar alternatives, creating inspiring on-pack promotions.
“We think there’s a major opportunity for FRijj in the convenience sector and food service channels. As we continue to grow the category, we need to constantly revaluate and improve our portfolio, but we also need to create products that ultimately reach more consumers across multiple channels – and this launch will help us do exactly that.”
Alongside an almost 25% increase in marketing spend over the next three years, the dairy company will grow and innovate brands, like FRijj, which are made in the UK with milk produced by British farmers.
 Official Milk Drink as Proud Sponsor of British Athletics and Athletics Ireland
Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller which employs 27,500 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from more than 1,700 British farmers.
The Müller brand is ranked at No.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 7th most chosen brand in the UK, picked from shelves more than 208 million times each year. Müller UK & Ireland comprises three business units:
Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Milk & More delivers daily essentials to more than 500,000 homes in Britain, via a network of 57 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.
Müller is an Official Supporter of British Athletics and Athletics Ireland. With branding and activation rights for four events in 2018 and three events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.