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 benefiting from increased shelf life by using 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, flavored milk, cream, butter and ingredients. As part of the MYD branded portfolio, FRijj will fully realize its potential.”
Bergen Merey, chief executive of Müller Yogurt & Desserts, said, “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.”
FRijj will continue to focus on its most popular flavors: strawberry, banana, chocolate, fudge brownie and cookie dough.