UK – Muller has released a reformulated FRijj range of milkshake, which has a longer shelf life for convenience stores and food service businesses in the UK.

The new FRijj is available in 900ml bottles, larger shareable portions that can keep long when put in the fridge.

The longer-lasting ambient recipe for its FRijj range was produced at its Severnside site which it acquired earlier this year and has been improved with capabilities to create a new centre of excellence for milk drinks and fresh cream.

Muller claimed that on completion of the Severnside site, it was set to invest heavily in the facility to improve its manufacturing capabilities.

The new product range follows a successful launch of a 900ml ‘shareable’ FRijj milkshake in the UK in January this year in a strategy to re-evaluate its product portfolio and meet changing customer needs.

Muller claims the business intends to make the Official Milk Drink of British Athletics and Athletics Ireland widely available and also more relevant additional consumption occasions.

The recipe was launched in Frijj’s four flavours that is Fudge Brownie, Strawberry, Chocolate and Banana, in 400ml portions.

Additional flavours from the existing 400ml on-the-go range may also be introduced in the future.

“Since we acquired FRijj, we have been working really hard to firm up the foundations, create brand equity, and drive base sales.

“In the last year, we brought FRijj back onto UK TV screens after five years away, improved the delicious recipe, started targeting new consumption occasions, offering zero added sugar alternatives, creating inspiring on-pack promotions.

“We think there’s a major opportunity for FRijj in the convenience sector and food service channels.

As we continue to grow the category, we need to constantly revaluate and improve our portfolio, but we also need to create products that ultimately reach more consumers across multiple channels – and this launch will help us do exactly that,” said Dan Howell, Commercial Director at Müller Milk & Ingredients.

The dairy company highlighted that it seeks to grow and innovate brands in addition to an almost 25% increase in marketing investments over the next three years.

Muller Milk and Ingredients produces branded and private label fresh milk, cream, butter and ingredients products with a number of production facilities and depots nationwide.