Dairy Crest launches new reduced sugar FRijj - with 40% less sugar


FRijj, the UK’s number one flavoured milk brand* from Dairy Crest, is pleased to announce the launch of a new range of reduced sugar milkshakes.  The new FRijj milkshake has been created with 40% less sugar** and will be available in 471ml sized bottles in two flavour variants Choc-a-Chocolate and Seriously Strawberry. Each bottle will also sport a refreshed blue FRijj logo, generating standout on shelf and differentiating from the core range.

The range capitalises on the macro consumer trend towards products that are lower in sugar and has been developed in response to Dairy Crest consumer insight showing that sugar content is a barrier to category purchase for some 30% of shoppers, whilst others limit their consumption of dairy drinks due to concerns over sugar intake.  By providing a more permissible product with 40% less sugar**, but still delivering the full-on flavour consumers know and love, the FRijj brand aims to recruit over half a million new households into the category+, whilst encouraging current dairy drinks shoppers to participate more often.

Aligned to the ‘Care for Me/ My Family’ growth driver identified  in Dairy Crest’s three year category growth strategy, Dairy for Life, FRijj 40% Less Sugar** looks to encourage consumers to adopt dairy products as part of a balanced lifestyle.  The launch demonstrates Dairy Crest’s commitment to the Department of Health Responsibility Deal, which includes an undertaking on calorie reduction.

Laura Sheard, Head of Marketing, Dairy Drinks, comments: “FRijj is really excited to bring these reduced sugar variants to market.  Our new products have  40% less sugar without compromising the full-on taste FRijj is renowned for, which is no mean feat. We are hugely proud of the work our development teams have delivered to achieve this.  As a leading brand in the flavoured milk category, we are continually looking for opportunities to bring new and innovative products to market in line with the evolving needs of consumers. With sugar so hot on the agenda in recent months we have every confidence our new launch will resonate in the marketplace.’

FRijj 40% Less Sugar will launch into Asda on the 31st January (MRSP £1.30), rolling out to other major retailers in the coming months.


Data Source:

* FRijj has a current worth £55.1m (IRI Total Market 52we 06 Dec 2014)

** Compared to standard strawberry and chocolate FRijj.

+ Kantar Worldpanel category penetration growth estimate