frijj milkshake

Dairy Crest is reformulating its Frijj Supreme premium milkshake in response to consumer research revealing a desire for an ‘even more indulgent’ drink.

The recipes of the existing four variants - Honeycomb Chocolate Swirl, White Chocolate Raspberry Swirl, Sticky Toffee Pudding and Banoffee Pie - have been refreshed to create a more luxurious taste, and each 375ml bottle will display an on-pack flash alerting shoppers to the recipe change when they roll out next week.

The move forms part of a wider relaunch that will see the drinks carry the same artwork and revamped logo introduced to the Frijj core range last autumn.

“Frijj Supreme has a decadent flavour and texture, ideal for the sweet treat occasion or as a ­dessert alternative,” said Laura Sheard, head of marketing, dairy drinks.