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Müller unveils reformulated Frijj range with longer shelf-life

Müller has released a reformulated version of its Frijj milkshake in the UK, which boasts a longer shelf-life than the previous recipe, according to the company.

The move to create the new recipe follows the success of the previous reformulation of the drink and the introduction of a new 900ml share bottle in January.

Four milkshakes are available in the range: Fudge brownie, strawberry, chocolate and banana, all of which are available in a 400ml ‘on-the-go’ bottle and in a £1 price-marked pack.

Dan Howell, commercial director at Müller Milk & Ingredients said: “Since we acquired FRijj, we have been working really hard to firm up the foundations, create brand equity, and drive base sales.

“In the last year, we brought FRijj back onto UK TV screens after five years away, improved the delicious recipe, started targeting new consumption occasions, offering zero added sugar alternatives, creating inspiring on-pack promotions.

“We think there’s a major opportunity for FRijj in the convenience sector and foodservice channels.

“As we continue to grow the category, we need to constantly re-evaluate 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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