Frijj is joining the fast-growing trend for coffee-flavoured dairy drinks with the launch of the brand’s first coffee variant in ten years.

Caramel Latte will launch under the Frijj The Incredible sub-brand this month, rsp £1.49 for a 500ml bottle.

The new variant was “an exciting move for Frijj with a new twist on a coffee flavour” and would attract new consumers to flavoured milk, said Nathan King, marketing director for Dairy Crest Liquids.

It comes as sales of coffee-flavoured milk are in strong growth, having risen 34.7% to £8.9m [Kantar Worldpanel 52 w/e 10 June 2012].

Frijj last sold a coffee flavour as a limited edition Luvly Latte in 2002.