Müller revamps FRijj

New Muller Frijj milkshakes

Müller Milk & Ingredients has unveiled its reformulated and rebranded FRijj range.

The new recipe will be available to retailers with the same RSP from April, in all existing SKUs (Chocolate, Banana, Strawberry, Fudge Brownie, Cookie Dough and Choc Orange flavours), alongside new flavour, Choco-Hazelnut.

In addition, the existing ‘40% less sugar’ range as been reformulated and rebranded to contain no added sugar. FRijj zero added sugar will be available in the following pre-existing flavours: Chocolate, Strawberry and Mango & Passionfruit.

Müller research has found that dairy consumers enjoy trying new flavours, and has introduced a new limited edition: Choco-Coconut flavour. This will be replaced in July with White Chocolate & Pistachio flavour.

As part of the rebrand, FRijj will now carry the Müller logo.

Michael Inpong, Chief Marketing Officer at Müller said: “New product development is vital when it comes to driving the growth of flavoured milk and this new improved recipe and rebrand really shows our ambition for the brand.

“We will increasingly target both males and females, who not only want to enjoy the great taste of FRijj, but who also want to reap the health benefits that come from dairy.”