Dairy Crest picks Homer for new Frijj flavour - Licensing.biz

Dairy Crest picks Homer for new Frijj flavour

Limited edition Cookie Dough added to milkshake range.
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Dairy Crest and The Simpsons are joining forces for a new limited edition Cookie Dough flavour featuring Homer Simpson for its marketing leading Frijj milkshake range.

The Homer inspired flavour follows the success of the Chief Wiggum Chocolate Fudge Brownie milkshake, which first appeared over three years ago. Since then, it has helped the £40 million Frijj brand achieve number one status in the fresh flavoured milk market, with a 50 per cent share.

"We started working with Fox in 2003 to develop a series of The Simpsons inspired limited edition flavours that would complement the existing Frijj range," said Mike Smith, Frijj brand manager at Dairy Crest.

"Our core audience is male, aged 15 to 24, so use The Simpsons characters on the bottle graphics instantly engages their interest and gives Frijj a strong USP."

Carl Lumbard, senior VP and MD of 20th Century Fox L&M, added: "Our close working relationship with Dairy Crest has produced five limited edition flavours featuring characters from The Simpsons that have really delivered for the Frijj brand at every level.

"The partnering of these two iconic brands has created the much desired synergy between target audience and product, resulting in continuously strong sales and growth in brand equity."

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