Dairy Crest has extended its Frijj milkshake line up with the addition of a three-strong sub-range of ’superior tasting’, premium varieties.

Called Frijj The Incredible, there are three indulgent flavours: honeycomb choc swirl, sticky toffee pudding and raspberry jam doughnut. Each features a quirky animal character. For each of the flavours there are four designs featuring the characters in different poses. Recommended retail price is £1.49.

The launch is backed by a £1m spend including activity on Facebook, an iphone app and bus stop advertising.

According to Nielsen, Frijj is the number-one flavoured milk brand.

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