Müller is expanding its Frijj lineup for Halloween with the launch of a Chilli Chocolate flavour milkshake.
The dairy giant said the limited-edition line was the “first spicy milkshake” in the flavoured milk category.
Launched as part of a wider Frijj Freaks Halloween campaign – which sees existing Frijj flavours redesigned in “eye-catching” Frijj Freaks sleeves – Müller said the new Chilli Chocolate variant aimed to stand out on shelf and “bring seasonal excitement to the category”.
Available in major retailers until 31 October, or while stocks last (rsp: £1.50/330ml), the limited-edition drink capitalised on the growing trend for “swicy” flavour combinations which blended sweet and spicy tastes, Müller said.
“Consumers are increasingly looking for exciting and unexpected flavour experiences, and Chilli Chocolate delivers a unique combination of sweetness and spice that’s perfect for the season,” said Müller Yogurts & Desserts drinks lead Rebecca Spellman.
“Halloween provides a fantastic opportunity to bring excitement to the chilled drinks category, and we’re confident the Frijj Freaks range will help retailers drive engagement and impulse purchases throughout the autumn period.”
The launch will be supported by a multi-channel marketing campaign across social media, influencer partnerships and digital activity.
Central to the push will be a new ‘Chilli Chill Challenge’, encouraging consumers and content creators to test their reactions to the spicy twist on the classic milkshake and help to “generate buzz around the seasonal range”.
Headlined with in-store creative asking consumers “can you handle the heat?”, the activity will be backed by significant investment across TikTok, Meta and creator-led content throughout September and October.
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