Müller launches new Frijj after factory investment

By James Ridler contact

- Last updated on GMT

Müller’s launch of its ambient Frijj range followed heavy investment at its Severnside factory
Müller’s launch of its ambient Frijj range followed heavy investment at its Severnside factory
Dairy processor Müller has invested heavily in its Severnside, Gloucestershire site, as it launches a longer-lasting ambient recipe for its Frijj range of milkshakes.

The investment, for which an exact figure had not been disclosed, had allowed the producer to increase its site capabilities create a centre of excellence for milk drinks and fresh cream, it said. It would be from this investment that the new Frijj recipe would be conceived.

Müller said it intended to use the increased capabilities at Severnside and across its network of dairies to create the “next generation” ​of Müller branded and private label dairy products.

The move to offer a longer lasting Frijj range followed the launch of Müller’s reformulated Frijj recipe, the introduction of on-the-go 400ml portions and the introduction of 900ml bottles of the milkshake.

‘Major opportunity for Frijj’

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 – this launch will help us do exactly that.”

The new recipe launched in Frijj’s four most popular flavours – Fudge Brownie, Strawberry, Chocolate and Banana – in 400ml portions and are available in a price marked pack, with a recommended retail price of £1. 

Additional flavours

Frijj is also the official milk drink of British Athletics and Athletics Ireland. Additional flavours from the existing 400ml on-the-go range may also be introduced in the future.

Müller Milk & Ingredients is one of Britain’s largest producers of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers nationwide.

Meanwhile, in April, up to 250 jobs were put at risk​at Müller’s UK foodservice delivery arm, after the dairy giant announced a review of the “loss-making”​ business.

Related topics: Business News, NPD, Dairy

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