Frijj is stripping the branding off its bottles and replacing it with a St George’s cross as it looks to tap into football fever ahead of this summer’s World Cup.

Dairy Crest is launching a limited edition caramel flavour this month featuring only the English flag and a link to the brand’s Facebook page. The move builds on Frijj’s season-long sponsorship of Sky Sports’ Soccer AM show.

The line will be launched in time for St George’s Day on 23 April.

“Frijj is the first brand within the flavoured milk category to launch a pack design without prominent branding,” said sales and marketing director Marc Dubery.

“This highlights the brand’s popularity within the category and how iconic the bottle shape is within the consumer mindset. Frijj limited edition bottles continue to create excitement and innovation in the dairy fixture.”

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World Cup 2010: Who will grab the spoils? (analysis; 27 March 2010)
Frijj gets frisky with Swamp Soccerettes (11 February 2010)
Dairy Crest brands in 10% growth (6 February 2010)