Flavoured milk brand Frijj is targeting on the go coffee fans with a range of coffee flavoured milkshakes. Made using Columbian coffee beans, Frijj Coffee is available in latte, caramel latte and mocha flavours. Each will come in a 220ml sized bottle with an rrp of £1.30, and will be listed with Nisa from 4 May and Palmer & Harvey from mid-June.

The ready to drink flavoured milk market is now worth £253m and the category is in up 15.3% in value terms and 9.3% in volume sales (IRI, 52w/e 01.02.14). Coffee flavoured milk drinks are up 49.1% in value and 61.1% in volume (IRI, 52w/e 01.02.14). 

“With a unique shopper profile, the new range aims to generate incremental value to this category by attracting new shoppers and encouraging existing consumers to trade-up,” said head of marketing Rachel Moffatt. “Frijj Coffee delivers a ‘full on’ unique thick and frothy coffee milkshake experience - a key differentiator and an important benefit for the FRijj range. The great personality of Frijj will bring some fun to a relatively serious sector.”

The Frijj brand is currently worth £52m (IRI, 52w/e 01.02.14).

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