Dairy products producer Dairy Crest has revealed that it has a new design and logo for its flavoured milk brand, FRijj.
The refreshed design will better reflect the FRijj brand identity and increase consumer appeal, said the company.
The range will now also include new products, including Choc-a-Chocolate, Full-on Fudge Brownie and Mucho Cookie Dough. FRijj Cookie Dough has also been relaunched with an improved recipe.
Laura Sheard, head of marketing for dairy drinks at Dairy Crest, said, “We are excited to be rolling out a new-look packaging and logo, which we feel are now more representative of the exciting, thick, great-tasting milkshake inside each bottle. The creation of new personalities for each flavour variant will highlight the FRijj brand’s fun-loving identity and attract new shoppers to the brand.”
Dairy Crest will roll out the new packaging design and logo to its Supreme range early next year.
In other recent news, Dairy Crest and Harper Adams University have signed a contract on a unique collaboration project on food innovation. The dairy company has confirmed that it will invest £4 million in building a dedicated food innovation centre on the Harper Adams University campus.
The producer of market-leading brands Cathedral City, Clover and Country Life aims to deliver 10 per cent year-on-year growth through new product development. The new centre will help the company achieve this, with continued focus on scientific research, technology and product development.
Speaking on the tie-up, Mark Allen, chief executive of Dairy Crest, said, “Innovation is at the heart of Dairy Crest’s business, and I see the new centre as key to delivering our business strategy over the next few years."
He added, “I am particularly pleased that the centre is going to be at Harper Adams University – already a centre of excellence in terms of food, farming and science education.”
The university's vice-chancellor, Dr David Llewellyn, said, “This new partnership comes at a time when the UK agri-tech strategy is being implemented by the Government and when universities and businesses are being increasingly encouraged to work together to support economic growth."
The fact that the initiative is based around sharing expertise in education, as well as in research, is an added bonus in that the university hopes will encourage young people looking at their career options to consider the huge and exciting opportunities presented by the food industry, Llewellyn said.
© 2014 - European Supermarket Magazine
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