Müller unveils on-pack promotion for FRijj

Müller Yogurt & Desserts is investing in on-pack promotion and a supporting multi-million pound marketing campaign for its flavoured milk brand FRijj.

This spring will see the return of the ‘mooing’ promotional bottle, giving 100 shoppers the chance to win £1,000 if they purchase a promotional bottle of Müller FRijj milkshake which makes the sound when opened. Promotional bottles are available in major retailers and convenience outlets from Friday (7 April).

Following positive growth in the last year which has seen Müller FRijj outperform the flavoured milk category with 22 per cent value growth, increasing its share of the flavoured milk market to 10.3 per cent Müller Yogurt & Desserts intends to use the promotion and campaign to continue to drive this growth throughout 2023.

“We’ve seen some very positive growth in the flavoured milk category following our investments in Müller FRijj in 2022, and we want to build on those encouraging figures and drive even more sales and growth for our customers,” Toby Bevans, strategy and marketing director for Müller Yogurt & Desserts, said.

“We know from our research that the Müller FRijj ‘moo’ has a higher than average recall for shoppers, and we’re using that distinctive asset to enable us to continue the encouraging growth the brand has seen over the last year.

“Throughout 2023 we’ll continue to support the growth of our core brands, in particular our classics such as Müller FRijj, all while creating a level of excitement and promoting category growth.”

The mooing bottle promotion, which was a hit with consumers when it last ran in 2019, will be seen on promotional bottles of all five Müller FRijj flavours (strawberry, banana, chocolate, fudge brownie and cookie dough).

The promotion will run until September subject to availability, and will be supported by media investment in out of home, video on demand, radio, and at point of sale.