Dairy Crest has extended its Frijj milkshake range in the UK to include three additional flavours.

The new Frijj The Incredible range is available in Honeycomb Choc Swirl, Sticky Toffee Pudding and Raspberry Jam Doughnut flavours. Each pack contains a cartoon character with a background story and reference to social networking site Facebook for further information, the firm said today (8 August).

Dairy Crest said it will spend GBP1m (US$1.6m) on marketing to support to the launch, which will include online activity and a free ‘Incredible Pet Translator’ app for iphones.

Dairy Crest Liquids sales director Andy Saitch said: “Frijj is an evolving brand. As brand leader, we are continually challenging ourselves to further meet the needs of our consumers. Frijj The Incredible has been developed as a result of extensive research with our target audience. We are confident this launch will attract new consumers into the category, increase purchase frequency and drive strong category growth.”

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By GlobalData