In response to changing consumer attitudes towards sugar quantities in soft drinks, FRijj have introduced reduced sugar alternatives to two of the most popular flavoured milk drinks within the wider FRijj range.
These new FRijj milkshakes have been created with 40% less sugar (compared to standard strawberry and chocolate FRijj) and will be available in 471ml sized bottles in two flavour variants Choc-a-Chocolate and Seriously Strawberry.
BrandOpus, who recently redesigned the wider FRijj portfolio, coupled the familiar colours consumers use to identify FRijj Choc-a Chocolate and Seriously Strawberry on shelf, with blue shades to cue the lower sugar advantage of the new range.
Laura Sheard, Head of Marketing, Dairy Drinks commented: “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.”
FRijj 40% Less Sugar launched into Asda on the 31st January (MRSP £1.30), rolling out to other major retailers in the coming months.