frijj supreme strawberry cheesecake milkshake

Dairy Crest has expanded its Frijj Supreme premium milk­shake sub-brand with the launch of a new Strawberry Cheesecake flavour.

The new variant went on sale on 11 October in Asda stores (rsp: £1.30/375ml) and will roll out to other retailers in coming weeks, said Dairy Crest head of marketing for dairy drinks Laura Sheard. “We are excited to expand the range with this flavour variant, which appears in 72% of consumers’ top 10 flavour combinations according to research by Brainjuice,” she added.

The Frijj brand is currently worth £52.6m [IRI Total Market, 52 w/e 12 September] and is bought by one in five UK households [Kantar Worldpanel 52 w/e 13 September].