MILAN – Müller has confirmed plans to further build its share in the UK branded milk drinks sector. The company’s FRijj brand, made using milk from British farms, will benefit from a new fully recyclable bottle and a long lasting ambient recipe from late July.
Using advanced packaging technology, FRijj’s new long lasting ambient recipe, which will be available across all channels, could be extended to nine months in future.
As the dairy company continues to drive down the use of plastic, from the end of July, FRijj bottles and caps will be 100% recyclable, and the bottles will be made using 51% recycled content.
FRijj will continue to focus on its most popular flavours, Strawberry, Banana, Chocolate, Fudge Brownie and Cookie Dough.
Jon Jenkins, Chief Executive of Müller Milk & Ingredients said:
“We are setting both the FRijj brand and our MMI business up for success and there’s no doubt that these changes will have real benefits for consumers, customers and for our business.
“Our purpose is to add taste to life for consumers, and we’ll do this by leveraging all of the strength of Müller, the UK’s most chosen dairy brand, to grow our presence in a category which has managed to maintain positive value growth during a challenging period for on-the-go products.
“We’re seeing retailers unlocking more space in store for milk drinks, and with over half of the UK population yet to access and enjoy this category, there’s a real opportunity for growth.”
