Currently worth £49.2m (Nielsen 18.08.13), the investment will enable Frijj to be transformed and grow from a single-size product offering into a portfolio of new packaging formats and SKUs.
Consumer insight has revealed that, although the original 471ml format is the perfect size for Frijj’s core target audience (16-24-year-old males), it was too much for non-core consumers.
The new Frijj 250ml in Strawberry and Chocolate flavours will fit that market, offering more variety for the consumer and appeal to a wider market.
Rachel Moffatt, head of marketing for Frijj, said: “We’re really excited about the wider expansion of the Frijj range and the 250ml bottle seems like an obvious next step for the brand. The smaller bottle size will be able to draw in new consumers and more impulse purchases.”
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