Müller Milk & Ingredients has launched a reformulated and rebranded version of its '40% less sugar' FRijj flavoured milk range, now featuring zero added sugar.
Flavours of the milk range include chocolate, strawberry, and mango & passionfruit.
Consumers who sampled the revamped recipe said it 'boasts more flavour and a better colour'.
To mark the launch of the new-and-improved range, a new limited edition of FRijj Choco Coconut Flavour was introduced. In July, this flavor will be replaced by White Chocolate & Pistachio.
This particular Müller Milk brand was launched in November of 2016, and will now carry the trademark Müller logo.
Unlocking Category Growth
'The revamp is in line with Müller’s ambition to become the biggest and best fresh milk and ingredients business in the UK and significantly grow the dairy category, potentially unlocking category growth of £700 million by 2020,' the company said
“When it comes to flavoured milk, it’s important that consumers have the option to have it with or without added sugar, without compromising on taste. It’s so exciting for FRijj to carry the trusted Müller branding and we can’t wait for consumers to try what we think is the best FRijj recipe yet.
“With strong growth rates, milk drinks are seen as a major area of opportunity for the dairy industry, but for continued growth, we need to invest. The business is investing £100m, with some of this going towards creating a centre of excellence for milk drinks and fresh cream at our site in Severnside.
"This improved capability will massively help us grow the FRijj brand which has the awareness and long standing credibility to reach out to existing and new audiences.
He said that new product development is vital in the flavoured milk sector, and that the company would "increasingly target' both males and females.
The company also reformulated its non-zero added sugar range, and will stock the improved recipe in retailers (subject to availability) from April, in all existing SKUs alongside a new flavour, Choco-Hazelnut.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up for ESM: The European Supermarket Magazine
