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Müller Announces Two New Additions to FRijj Milkshake Lineup

Press release   •   May 23, 2016 14:47 BST

FRijj Mango & Passionfruit

Müller is delighted to announce two new additions to its FRijj milkshake portfolio - the UK’s most preferred milkshake brand.[1] The new variants see FRijj expand both its incredibly popular core range and 40% Less Sugar range launched last year.

First up, new FRijj Loaded Choc Orange delivers a full-on taste experience and innovative flavour blend, refreshing the brand’s core range and adding yet more excitement to the RTD flavoured milk market, helping to drive new consumers to the category. The unique packaging design features swirls of chocolate and orange designed to stand out on shelf and attract shoppers to the dairy drinks fixture.

Next, new FRijj Mango & Passionfruit 40% Less Sugar delivers an exciting new taste combination to the RTD category to delight and surprise consumers. The flavour combination proved to be very popular at recent consumer trials.[2] The packaging is eye catching and features the recognisable 40% Less Sugar light blue swirl.

Laura Sheard, Head of Marketing at Müller Milk & Ingredients, said: “The FRijj brand is loved by consumers and is bought by almost one in five UK households.[3] We’re delighted to offer our consumers more choice and we expect these new flavours to be popular.

“The FRijj 40% Less Sugar range is now worth £2.2m in retail sales value since its launch in 2015.[4] It encourages consumers to adopt dairy products as part of a balanced lifestyle and capitalises on the growing trend towards products that are lower in sugar. Our new Mango & Passionfruit flavour is a delicious addition to the range. The innovative recipe still delivers the full-on FRijj flavour consumers know and love, but with 40% less sugar (versus the FRijj standard core fruit flavours).

“Our scrumptious new Loaded Choc Orange flavour refreshes our incredibly popular core milkshake range with a flavour combination consumers already know and love, but now in an on-the-go format in a delicious dairy drink.”

New FRijj Loaded Choc Orange and new FRijj Mango & Passionfruit will both be available to buy from w/c 23rd May 2016 in Tesco, and rolling out to additional retailers in the following weeks. RRP £1.30 each.


[1] Metrixlab research conducted April 2016

[2] Brainjucer, Quant concept research Oct 15 (sample = 500)

[3]Kantar 52 we 24 April '16

[4]IRI 52 we 23 April 2016

Müller UK & Ireland

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 10,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.

Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts including Cadbury Bubbles of Joy, Pots of Joy, Layers of Joy and Twin-pot products under licence from Mondelez International.

Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.

Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, and flavoured milk products for brands such as Black & White, The One, freshnlo and FRijj . It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets.

The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.