Müller Yogurt & Desserts is targeting further growth in the flavoured milk category with the launch of large ‘take home’ Müller FRijj cartons.
With the overall flavoured milk category growing almost 3% year-on-year and larger take-home formats accounting for over 40% of the milkshake market, the dairy company stated that it was continuing to optimise its portfolio of products to enable category growth.
Shoppers will be able to purchase 950ml cartons of Müller FRijj in fudge brownie and strawberry flavours from the end of this month in Asda, with other retailers to follow over the coming months. Targeting growth in the convenience and wholesale sectors, the business has launched the 950ml cartons in a long-lasting ambient recipe.
Following a rollout to retailers, the Müller FRijj brand will continue to 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.
Becky Spellman, Associate Marketing Manager at Müller Yogurt & Desserts, 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%.
“So we want to build on these encouraging figures and drive even more sales for our customers.”
