Flavoured_Milk_Free
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market. HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market.
HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
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UK FLAVOURED MILK MARKET 2017 & BEYOND<br />
• Frijj is a flavoured milk brand created in 1993 and is now the UK market<br />
leader. Frijj was sold by Dairy Crest to Muller in December 2015 as part of<br />
the wider sale of the Dairy Crest operation.<br />
• Frijj is currently available in 5 flavours in the traditional category: Full of<br />
Fudge Brownie, Choc-a-Chocolate, Seriously Strawberry, Burst of Banana<br />
and Mucho Cookie Dough.<br />
• Frijj released a ‘Supreme’ range in 2013, to appeal to older more<br />
sophisticated palates. Flavours include: Honeycomb Choc Swirl, Sticky<br />
Toffee Pudding, Banoffee Pie and White Choc Raspberry Swirl.<br />
• According to Dairy Crest, Frijj has consistently increased its market share<br />
each year, rising 1.9% in 2014 and 2% in 2015.<br />
• Frijj UHT was launched in 2012 with the intention of taking a share of the<br />
convenience sector where a longer shelf life and ambient storage is often<br />
key for retailers in terms of shelf life. However, the UHT proposition has<br />
struggled to gain traction due to price point and sizing.<br />
• Since its launch in 1993 the distinctive shape and design style of Frijj<br />
packaging has been kept largely the same (see figure 6.3). The brand has<br />
used marketing campaigns featuring characters from The Simpsons to<br />
appeal to their core consumer audience. More recently they have been<br />
making an effort to appeal to older consumers with their coffee and<br />
premium style products.<br />
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