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Dairy Crest expands FRijj portfolio

FRijj, the UK's number one fresh flavoured milk brand, is expanding its portfolio following a £14m investment into the brand's operations at Severnside.

Currently worth £49.2m (Nielsen 18.08.13), the investment will allow FRijj to be transformed and grow from a single size product offering, into a portfolio of new packaging formats and SKUS, to broaden consumer usage occasions and drive growth.

Consumer insight revealed that, although the original 471ml format is the perfect size for FRijj’s core target audience (16-24 year old males), it was too much for non-core consumers.

Rachel Moffatt, Head of Marketing for FRijj, comments, "We’re really excited about the wider expansion of the FRijj range and the 250ml bottle seems like an obvious next step for the brand. The smaller bottle size will be able to draw in new consumers and more impulse purchases."

The new 250ml pack size is only part of a wider brand expansion from FRijj which includes a 4 x 250ml multi-pack in both Strawberry and Chocolate flavours and will also be available in Tesco this week.