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Frijj responds to changing consumer attitudes towards sugar in soft drinks with 'Less Sugar' range


By Gillian West | Social media manager

February 3, 2015 | 1 min read

Flavoured milk brand Frijj has worked with BrandOpus to launch Frijj Less Sugar in response to changing consumer attitudes towards sugar quantities in soft drinks.

Having redesigned the wider Frijj portfolio at the tail end of last year BrandOpus has coupled the familiar colours used to identify Frijj Choc-a-Chocolate and Seriously Strawberry with blue shades to cue the new range’s low sugar advantage.

Laura Sheard, head of marketing, dairy drinks, said the brand was “really excited” to launch the new variant which has 40 per cent less sugar.

“As a leading brand in the flavoured milk category, we are continually looking for opportunities to bring new and innovative products to market in line with the evolving needs of consumers. With sugar so hot on the agenda in recent months we have every confidence our new launch will resonate in the marketplace,” she added.

Frijj Less Sugar launched into Asda on Saturday 31 January and will roll out to other major retailers in the coming months.

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