August 10, 2011, 11:25 am

FRijj, the Flavoured Milk brand, is launching a new indulgent, premium range from 8th August 2011.

The new range, branded FRijj The Incredible, aims to deliver strong category growth by extending FRijj’s appeal to a wider target market.

The range is predicted to increase penetration figures, boost frequency of purchase and ultimately drive category value.

Available in three flavours, each pack features a character and the FRijj bottle also features a background story on each character with a reference to Facebook to find out more.


The new FRijj The Incredible range, aims to deliver strong category growth

For each flavour variant, there are four designs, with the characters in different poses.


Each character is designed to generate high levels of interest amongst the core target market of 16-24 year old males and drive discussion on social media networks, facilitating further brand awareness.

The new FRijj The Incredible range incorporates;

• Honeycomb Choc Swirl Milkshake flavour featuring Hugo Meeow, “the serious, balshy, dapper, tough one”

• Sticky Toffee Pudding flavour Milkshake featuring Magnus Monkee, “the mischievous, cheeky chappy of the group”

• Raspberry Jam Doughnut flavour Milkshake featuring Pablo Pooch, “the poser and slightly flamboyant one of the bunch”

Andy Saitch, Dairy Crest Liquids Sales Director commented:

“FRijj is an evolving brand and as brand leader, we are continually challenging ourselves to further meet the needs of our consumers.

“FRijj The Incredible has been developed as a result of extensive research with our target audience.

“We are confident this launch will attract new consumers into the category, increase purchase frequency and drive strong category growth.”

Supported by a £1million consumer marketing campaign, the launch will include online activity to drive interest and social media conversation.

A facial recognition game on the FRijj The Incredible website will go live from 8th August followed by a free Incredible Pet Translator app for iphones and outdoor bus stop advertising from 5th September.

The Flavoured Milk category is worth £178m and growing 11.3% YOY in value terms.

FRijj is worth £44.3m and growing 3.8% latest 12 weeks, and also accounts for 45% value share of the Fresh Flavoured Milk category.

FRijj The Incredible is launching with an MRSP ofn£1.49.


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