New Frijj bottle

New-look Frijj: quirky animals are out and a sophisticated look is in

Dairy Crest is rebranding its Frijj The Incredible range of premium-tier milkshakes as Frijj Supreme and ditching the quirky on-pack characters for a new “superior style” look.

The dairy giant introduced the more indulgent Incredible range in summer 2011, transforming Frijj into a two-tier offering.

New Frijj Supreme bottles, which roll into stores next week, sport a black background in contrast to Incredible’s light blue.

It will comprise three existing Incredible flavours – Banoffee Pie, Honeycomb Choc Swirl and Sticky Toffee Pudding – as well as a new Supreme flavour that launches next month. The fourth Incredible flavour, Caramel Latte, will no longer be available.

Incredible is currently worth £4.7m [Nielsen MAT 14 Sep 2013], having reached £5.3m in its first year, according to Dairy Crest.

The decision to rebrand was “based on the recognition that this is a very competitive category and brands need to work hard to create shelf standout, encourage shoppers to trade up, or try something new,” said Rachel Moffatt, head of marketing for Frijj.

Supreme’s “superior style” packaging would create brand standout on shelf while also appealing to a wider age group of both male and female consumers, driving trial, purchase and brand loyalty, she added.

The revamp comes as Dairy Crest’s rivals are ramping up their activity in the milkshake sector. Arla launched milkshake brand Gulp earlier this year while Shaken Udder has launched ambient lunchbox cartons.

Last month, former M&S buyer Andrew Sherick launched a new indulgent range of milkshakes called Mr Sherick’s Shakes.

Dairy Crest is considering a raft of NPD for Frijj including 250ml single-serve bottles and 250ml and 471ml multipack formats.