Press release —
Müller FRijj turns up the heat for Halloween with limited-edition Chilli Chocolate milkshake
Müller UK & Ireland is bringing a spicy twist to the milkshake aisle this Halloween with the launch of a new limited-edition Müller FRijj Chilli Chocolate flavour milkshake, the first spicy milkshake in the category.
Launching as part of a wider FRijj Freaks Halloween campaign, the new Chilli Chocolate flavour, designed to tap into growing consumer demand for bold and adventurous flavour combinations, joins existing FRijj flavours redesigned in eye-catching FRijj Freak sleeves aiming to standout on shelf and bring seasonal excitement to the category.
Available in major retailers until 31 October, or while stocks last, the limited-edition range aims to help retailers engage shoppers seeking new and exciting taste experiences during the Halloween period.
The launch supports Müller's ambition to put a Müller in every fridge by creating a portfolio for every occasion, and bringing innovative flavours to market. It also capitalises on the growing trend for "swicy" flavour combinations which blend sweet and spicy tastes, with two in five global consumers* seeking more adventurous and unexpected creations when it comes to indulgent food and drink experiences.
Rebecca Spellman, Drinks Lead at Müller Yogurt & Desserts, said: “We're excited to launch our new FRijj Chilli Chocolate flavour milkshake as part of this year's FRijj Freaks Halloween campaign. Consumers are increasingly looking for exciting and unexpected flavour experiences, and Chilli Chocolate delivers a unique combination of sweetness and spice that's perfect for the season.
“Halloween provides a fantastic opportunity to bring excitement to the chilled drinks category, and we're confident the FRijj Freaks range will help retailers drive engagement and impulse purchases throughout the autumn period.”
The launch will be supported by a multi-channel marketing campaign across social media, influencer partnerships and digital activity. At the heart of the campaign will be the new "Chilli Chill Challenge", encouraging consumers and content creators to test their reactions to the spicy twist on the classic milkshake and helping to generate buzz around the seasonal range. Headlined with in-store creative asking consumers “can you handle the heat?”, the activity will be backed by significant investment across TikTok, Meta and creator-led content throughout September and October.
* Chili flavors trends, global consumer insights. Consumers often – Innova marketing insights
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Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller, a family owned business which employs over 35,000 people throughout Europe.
Servicing customers with strategic partnerships throughout the UK & Ireland, while exporting to over 80 countries internationally, the business develops, manufactures and markets a wide range of branded and private label dairy products made with milk from over 1,000 farmers in Britain.
Müller is one of the ten most chosen FMCG brands in Great Britain, and the most popular dairy brand. It is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients, which aims to build a better dairy future. It produces branded and private label fresh milk, powdered milk, cream, butter, milk drinks and ingredients products, and boasts a network of dairies and depots servicing customers throughout the UK and beyond.
Müller Yogurt & Desserts, which aims to help put a smile on the nation’s face. It is responsible for major brands like Müller Corner, Müller Light, Müller Bliss, Müller Rice, Müller FRijj, Müller X Myprotein and Biotiful Gut Health. It produces chilled desserts and milkshakes under licence from Mondelez International and also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Müller UK & Ireland’s Sustainability Action Plan outlines how the business is driving positive environmental and social changes. It shows how Müller is already making, and will continue to make, a real difference for the planet, its partners and its people.
