Müller launches ‘category-first’ spicy milkshake with limited-edition Frijj Chilli Chocolate

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Müller UK & Ireland has launched a limited-edition Frijj Chilli Chocolate milkshake, which it claims is the first spicy milkshake in the category.

The new flavour combines chocolate with chilli, tapping into the growing ‘swicy’ trend for sweet and spicy flavour combinations. It forms part of Müller’s wider Frijj Freaks Halloween campaign, which sees existing Frijj flavours given new seasonal packaging.

The limited-edition Chilli Chocolate milkshake will be available at major retailers until 31 October, or while stocks last.

Müller said the launch is designed to appeal to consumers seeking more adventurous and unexpected flavour experiences, while giving retailers an opportunity to drive engagement and impulse purchases in the chilled drinks category during Halloween.

The company cited research indicating that two in five global consumers are seeking more adventurous and unexpected creations in indulgent food and drink.

Rebecca Spellman, drinks lead at Müller Yogurt & Desserts, said: “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.”