Dairy Crest is taking on the hot chocolate market by promoting Frijj's credentials as a winter drink.

New packaging for the Frijj chocolate fudge brownie milkshake will feature heating instructions together with the strap 'try me hot' on one side. The other side will still encourage shoppers to 'drink chilled'.

Dairy Crest hopes that a new usage occasion will drive winter sales of the variety, which is worth £9.6m. Although consumers drank chilled Frijj in the summer, they consumed less in the winter, it said.