Müller shrinks size of Frijj milkshakes by 15%, but price stays same

Müller Milk & Ingredients has slashed the size of its Frijj milkshakes by 15% without cutting the price.

Plans to cut Frijj bottles from 471ml to 400ml were revealed by The Grocer in September, with Müller claiming the move was part of its efforts to help shoppers cut sugar consumption.

However, the smaller bottles landed on shelves this week with an unchanged rsp of £1.30, raising questions over whether the brand had become the latest to fall victim to shrinkflation.

A spokesman for Müller pointed out Frijj had been reformulated in March 2017 and now featured “a new and improved recipe, which incorporates ingredients which are more costly.”

Shoppers were “finding the 471ml Frijj portion too big”, he added. “We therefore launched the 400ml bottle to directly address this.”

Müller was continuing to invest in Frijj, “with new flavours, improved recipe and promotions”, he stressed.

In March, Müller unveiled a revamped Frijj lineup, relaunching the standard range with an enhanced taste profile and new packaging, and replacing the 40% Less Sugar variant with Zero Added Sugar.

Announcing plans to shrink Frijj bottles in The Grocer’s Dairymen supplement, Müller’s chief marketing officer, Michael Inpong, stressed the health benefits of the move. “Reducing the size and therefore the sugar per portion will make Frijj more appealing to consumers,” he said.

The changes came on the back of an 8.5% fall in Frijj value sales last year [The Grocer Top Products/Nielsen].