Press release -

Müller confirms FRijj and branded milks drive

Müller, the UK’s most chosen dairy brand[1], has revealed additional plans to build its share in the UK branded milk drinks sector.

The business will consolidate FRijj within its Müller Yogurt & Desserts trading division alongside its branded portfolio which includes Müller Corner and Müllerlight, with effect from January 2021.

The move enables Müller to leverage its full brand building, product development and marketing capabilities to fuel the product’s growth in the branded milk drinks category.

Within Müller Milk & Ingredients, FRijj is already benefitting from increased shelf life, without compromising on taste by using advanced packaging technology. The bottle and cap is now fully recyclable, with more than half of the bottle made with recycled plastic.

Jon Jenkins, Chief Executive of Müller Milk & Ingredients said: “We have significantly improved the FRijj proposition but our primary focus is on excellence in private label milk, flavoured milk, cream, butter and ingredients. As part of the MYD branded portfolio, FRijj will fully realise its potential.”

Bergen Merey, Chief Executive of Müller Yogurt & Desserts said: “This move will allow FRijj to benefit from our first-class marketing and product development capabilities.

“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[2]. There’s an opportunity here, and we’re excited to grow our presence in the branded milk sector.”

FRijj will continue to focus on its most popular flavours, Strawberry, Banana, Chocolate, Fudge Brownie and Cookie Dough.

During a challenging period for on-the-go products, the milk drinks sector has maintained +2.8% value growth[3].

[1] Kantar brand footprint. The British ranking of the most chosen dairy brands: https://kantar.turtl.co/story/british-dairy-brand-footprint/

[2] 42.5% penetration, Kantar 14/06/20

[3] +2.8% value growth, Kantar 52 weeks

Topics

Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,600 farmers in Britain.

Müller is ranked at No.12 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland and is a title partner for 12 world-class events throughout 2020, 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles. 

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