muller frijj 950ml

Müller Yogurt & Desserts is targeting further growth in the flavoured milk category with the launch of 950ml ‘take home’ Müller FRijj cartons.

Shoppers will be able to purchase 950ml cartons of Müller FRijj in fudge brownie and strawberry flavours from the end of March in Asda, with other retailers over the coming months.

The Müller FRijj brand will be supported by its multi-million pound masterbrand TV campaign and from May, the return of its ‘Feel The URjj’ marketing campaign across radio, OOH and social media.

Associate marketing manager at Müller Yogurt & Desserts Becky Spellman said: “We think there is a huge opportunity for category growth in milk drinks. They are already purchased by 33% of households, but if we can offer the right pack sizes and flavours to fulfil the needs of both on-the-go and at-home shoppers, we can really fuel growth in this sector.

“Smaller on the go formats are the most prominent in this sector, accounting for 55% of flavoured milk drinks total value. But with larger take-home sizes accounting for over 40%, this represents a great opportunity.

“Add to the mix the resurgence of the Müller FRijj brand, which following significant investment in on-pack promotions and multi-million pound marketing campaigns, is seeing positive growth with +19% value sales and an increase in market share to over 11%.”