Dairy giant Müller has announced that it plans to integrate milkshake brand FRijj into Müller Yogurt & Desserts trading division in January 2021.
The move will enable the product’s growth in the branded milk drinks category by leveraging the company’s full brand building, product development, and marketing capabilities, the company said.
'Add Taste To Life For Consumers'
Bergen Merey, chief executive of Müller Yogurt & Desserts said, “This move will allow FRijj to benefit from our first-class marketing and product development capabilities. Our purpose is to add taste to life for consumers, and we see a real opportunity to do exactly that.
"Retailers are unlocking more space in store for milk drinks, and over half of the UK population is still to access and enjoy this category. There’s an opportunity here, and we’re excited to grow our presence in the branded milk sector.”
In terms of flavours, the milkshake brand will continue to focus on its most popular variants - strawberry, banana, chocolate, fudge brownie and cookie dough.
Jon Jenkins, chief executive of Müller Milk & Ingredients, commented, “We have significantly improved the FRijj proposition but our primary focus is on excellence in private-label milk, flavoured milk, cream, butter and ingredients. As part of the MYD branded portfolio, FRijj will fully realise its potential.”
Advanced Packaging Technology
Currently as a part of Müller Milk & Ingredients, FRijj is benefitting from the company’s advanced packaging technology.
The product has a longer shelf life, without compromising on taste.
In addition, the bottle and cap are now fully recyclable, with more than half of the bottle made with recycled plastic, the company added.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.