FRijj moves out of the chiller

FRijj ambient

Müller has introduced a FRijj ambient range.

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 servings. It is available in plain and £1 PMP packs.

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.

The move to offer a longer-lasting FRijj range follows Müller’s reformulation of the original recipe, the introduction of on-the-go 400ml packs and the recent launch of 900ml FRijj, a larger shareable format that can be kept in the fridge at home.

Dan Howell, Commercial Director at Müller Milk & Ingredients said: “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.”

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