Müller to consolidate Frijj Brand
The Müller in the UK is to consolidate its FRijj brand into another trading division from the start of next year.
FRijj will be folded into its Müller Yogurt & Desserts arm alongside its branded portfolio which includes Müller Corner and Müllerlight, with effect from January 2021.
The business has said the move enables it to leverage its full brand building, product development and marketing capabilities to fuel the product’s growth in the branded milk drinks category”.
Müller says it has significantly improved the FRijj proposition but its primary focus is on excellence in private label milk, flavoured milk, cream, butter and ingredients.
Bergen Merey, chief executive of Müller Yogurt & Desserts, added: “This move will allow FRijj to benefit from our first-class marketing and product development capabilities.
Taste to life
“Our purpose is to add taste to life for consumers, and we see a real opportunity to do exactly that. Retailers are unlocking more space in store for milk drinks, and over half of the UK population is still to access and enjoy this category.
“There’s an opportunity here, and we’re excited to grow our presence in the branded milk sector.”