Müller UK & Ireland is bringing a spicy twist to the milkshake aisle this Halloween with the launch of a new limited-edition Müller FRijj Chilli Chocolate flavour milkshake, the first spicy milkshake in the category.
Launching as part of a wider FRijj Freaks Halloween campaign, the new Chilli Chocolate flavour, designed to tap into growing consumer demand for bold and adventurous flavour combinations, joins existing FRijj flavours redesigned in eye-catching FRijj Freak sleeves aiming to standout on shelf and bring seasonal excitement to the category.
Available until 31 October, or while stocks last, the limited-edition range aims to help retailers engage shoppers seeking new and exciting taste experiences during the Halloween period.
The launch supports Müller's ambition to put a Müller in every fridge by creating a portfolio for every occasion, and bringing innovative flavours to market. It also capitalises on the growing trend for "swicy" flavour combinations which blend sweet and spicy tastes, with two in five global consumers* seeking more adventurous and unexpected creations when it comes to indulgent food and drink experiences.
“We're excited to launch our new FRijj Chilli Chocolate flavour milkshake as part of this year's FRijj Freaks Halloween campaign," said Rebecca Spellman, Drinks Lead at Müller Yogurt & Desserts. "Consumers are increasingly looking for exciting and unexpected flavour experiences, and Chilli Chocolate delivers a unique combination of sweetness and spice that's perfect for the season.
“Halloween provides a fantastic opportunity to bring excitement to the chilled drinks category, and we're confident the FRijj Freaks range will help retailers drive engagement and impulse purchases throughout the autumn period.”
The launch will be supported by a multi-channel marketing campaign across social media, influencer partnerships and digital activity. At the heart of the campaign will be the new "Chilli Chill Challenge", encouraging consumers and content creators to test their reactions to the spicy twist on the classic milkshake and helping to generate buzz around the seasonal range. Headlined with in-store creative asking consumers “can you handle the heat?”, the activity will be backed by significant investment across TikTok, Meta and creator-led content throughout September and October.