Müller Milk & Ingredients has unveiled a reformulated version of its FRijj milkshake.

Müller produces the new range at its centre of excellence for milk drinks and fresh cream in Severnside, Shropshire. Using the enhanced capabilities of this facility, the company intends to create innovative branded and private-label dairy products made from milk produced by British farmers.

The new FRijj drink will be available in Fudge Brownie, Strawberry, Chocolate and Banana flavours, served in 400ml portions. It will also offer a price-marked pack (PMP) option for a recommended retail price (RRP) of £1.

“In the last year, we brought FRijj back onto UK TV screens after five years away.”

Müller’s commercial director Dan Howell said: “Since we acquired FRijj, we have been working really hard to firm up the foundations, create brand equity, and drive base sales.

“In the last year, we brought FRijj back onto UK TV screens after five years away, improved the delicious recipe, started targeting new consumption occasions, offering zero added sugar alternatives, creating inspiring on-pack promotions.

“As we continue to grow the category, we need to constantly evaluate and improve our portfolio, but we also need to create products that ultimately reach more consumers across multiple channels, and this launch will help us do exactly that.”

Müller Milk & Ingredients is a UK-based branded and private label fresh milk producer.