FRijj, the UK’s Milkshake brand, is launching a new flavour in the FRijj The Incredible range – Caramel Latte.
This new caramel coffee flavour aims to bring FRijj into the ready to drink coffee market, a next step for FRijj The Incredible.
Caramel Latte, featuring The Great Lazaro, Master of Illusion, is the latest flavour from ‘The Incredible’ range, which launched in August 2011.
Each FRijj The Incredible flavour features a character and The Great Lazaro joins existing characters Magnus, Hugo and Roary, who appear on current flavours of FRijj the Incredible.
FRijj The Incredible accounts for almost 10% of the FRijj milkshake brand and is now worth £5.2m.
The brand reports 64% of sales come from loyal shoppers.
Social media plays an important role for FRijj and will continue to do so through the launch of FRijj The Incredible Caramel Latte.
The new FRijj The Incredible range now incorporates:
· Caramel Latte Milkshake featuring The Great Lazaro, Master of Illusion
· Creamy Banoffee Pie Milkshake featuring The Fabulous Captain Roary; Courageous, Masterful, Leader
· Honeycomb Choc Swirl Milkshake featuring The Magnificent Hugo Meeow; serious, balshy, dapper, tough one
· Sticky Toffee Pudding Milkshake featuring The Marvellous Magnus Monkee; mischievous, cheeky chappy of the group
Nathan King, Dairy Crest Liquids’ Marketing Director said:
“FRijj The Incredible’s new Caramel Latte flavour is set to continue attracting new consumers to the Flavoured Milk Drink category through this set of indulgent milkshakes.
“This is an exciting move for FRijj with a new twist on a coffee flavour.”
The UK Dairy Drinks category is worth £335m and growing 12.3% YOY in value terms.