Introduction: Why Flavoured Milk Deserves a Second Look

From launching Banana FRijj and developing six-foot-tall brand characters - including ‘Ginger’ FRijj, who made a memorable appearance on The Big Breakfast - to leading the creation of FRijj’s first-ever website in Flash (yes, really), the flavoured milk sector has always been of interest.

In a market flooded with disruptors, flavoured milk wasn’t expected to fight back. But it has - and quietly, it’s turning into one of the UK’s most interesting growth categories.

Long dismissed as a children’s drink, hangover cure or nostalgic treat, it’s now re-emerging as a strategic player in the functional drinks space. With sales surpassing £500M in 2023, flavoured milk is no longer a niche - it’s part of a broader consumer movement toward protein, portability, and permissible indulgence.

Would you like it to be more concise or even more playful, depending on the rest of the article's tone? Let’s explore what’s really happening - and why this category deserves a place in your 2025 brand strategy.

The New Consumer: From Craving to Conscience

Flavoured milk isn’t just being purchased for kids anymore. Adults are picking it up for:

✅ Post-gym recovery 

✅ Protein-packed snacking 

✅ Afternoon energy boosts 

✅ A treat that doesn’t feel like a cheat 

Brands are responding with cleaner labels, no-added-sugar formats, and flavour profiles that speak to grown-up palates (espresso, salted caramel, pistachio).

“It’s indulgence with intention.”

The Protein Revolution: Shaking Up the Chiller Cabinet

One of the biggest category drivers? The mainstreaming of high-protein RTDs.

📦 Huel RTD

• 20g of protein
• Meal replacement format 
• Minimalist design for lifestyle consumers 

🥛 Arla Protein    

• 25g+ protein per bottle 
• Sold in gyms, supermarkets, and online 
• Positioned as a “smart snack” for everyday wellness 

These products have redefined chiller real estate. Where fizzy drinks and smoothies once dominated, you’ll now find full bays devoted to functional, protein-forward drinks - many of them milk-based.

The New Flavoured Milk Formula

Today’s successful flavoured milk brands are:

• High in protein
• Low in sugar 
• Big on taste
• Smartly packaged 
• Functionally positioned

From legacy players like Yazoo to premium challengers like Shaken Udder, the best are evolving quickly - upgrading ingredients, packaging, and brand storytelling in real time.

Even Costa Coffee entered the fray in 2024 with its own RTD flavoured milk, merging coffee culture with functional dairy.