Flavoured milk brand Frijj has announced the addition of a new range of milkshakes that contain 40% less sugar.
The new reduced sugar milkshakes are available in seriously strawberry and choc-a-chocolate flavours. The brand’s owner, Dairy Crest, claimed that it “capitalises on the macro consumer trend towards products that are lower in sugar,” following research by the company that suggests 30% of consumers are discouraged from purchasing dairy drinks because of their sugar content levels.
The new range is packaged in 471ml bottles and feature a refresh blue Frijj logo that the brand claimed will generate “standout on shelf” and differentiate the new products from its core range.
Laura Sheard, head of marketing for dairy drinks, said: “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.”
The new milkshakes are available in outlets of retailer Asda at a price of £1.30.
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