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Dairy Crest relaunches FRijj Supreme premium milkshake range

16/03/2015

FRijj, the UK’s number one flavoured milk brand* from Dairy Crest will be relaunching its premium milkshake range, FRijj Supreme, later this month.  Having undergone a full recipe refresh, each 375ml bottle of FRijj Supreme will also sport FRijj’s reinvigorated logo and packaging design, bringing it in line with the FRijj core range, which adopted the new artwork in October of last year.

Developed in line with Dairy Crest consumer research, the new FRijj Supreme recipes have been enhanced to make them even more indulgent, packing a full-on taste experience and luxurious mouthfeel demanded by consumers. The new recipes will be signalled via an on-pack flash, helping to create stand out on shelf and alert shoppers to the change.

Laura Sheard, Head of Marketing, Dairy Drinks, says:

“We are excited to be rolling out new, improved recipes across the Supreme range. We have listened to the feedback from our consumers and have delivered a product that allows for a more indulgent drinking experience, in line with their changing demands.

FRijj Supreme has a decadent flavour and texture, ideal for the sweet treat occasion or as a dessert alternative.  We also look forward to bringing our new look packaging and logo to the Supreme range, having received an extremely positive consumer response to the 471ml core range launch.”

The FRijj brand has a current worth of £54.4m* and is bought by one in five UK households**.

The FRijj Supreme range includes four indulgent flavours – Honeycomb Chocolate Swirl, White Chocolate Raspberry Swirl, Sticky Toffee Pudding and Banoffee Pie.

New FRijj Supreme recipes will be rolling into the trade from mid-March with first packs expected to be in market w/c 16th March.

Data Source:

* IRI Total Market, 52w/e 31st Jan 2015

** Kantar World Panel  52 w/e 4th Jan 2015