Müller UK & Ireland Launches Limited-Edition Chilli Chocolate Milkshake

Müller UK & Ireland has added a Chilli Chocolate flavour to its FRijj milkshake range as part of the brand’s FRijj Freaks Halloween campaign. The company describes the product as the first spicy milkshake in the category.

The seasonal product combines a chocolate flavour with chilli and is being presented as a limited-edition release. Existing FRijj flavours are also included in the campaign under redesigned FRijj Freak sleeves. The products are intended for sale in major retailers until 31 October, or until available stock has been sold.

The launch is aimed at the Halloween trading period and at consumers seeking unfamiliar flavour combinations. Müller said the range would give retailers a way to engage shoppers looking for new taste experiences during the season.

Rebecca Spellman, drinks lead at Müller Yogurt & Desserts, said the company was launching the flavour because consumers were increasingly seeking unexpected taste experiences. She described the product as combining sweetness and spice and said Halloween created an opportunity to add activity to the chilled-drinks category.

The release is supported by a multi-channel campaign covering social media, influencer partnerships and other digital activity. Its central feature is the “Chilli Chill Challenge”, which asks consumers and content creators to record their reactions to the spicy version of a traditional milkshake.

In-store materials will use the question “can you handle the heat?”. The campaign is scheduled to receive investment across TikTok, Meta and creator-led content during September and October. Müller said the activity would support the seasonal FRijj range and encourage consumer engagement and impulse purchases during the autumn period.