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Flavoured milk in the UK

Once dismissed as a children's treat, flavoured milk is re-emerging as a high-protein, functional drinks growth category

Steve Moncrieff8 April 20253 min read

Independent analysis by The Dairy Mail. Not sponsored; the interpretation is our own.

Glass bottles of white, pink and chocolate flavoured milk on a soft pink background

Flavoured Milk in the UK: From Sweet Treat to Serious Player

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.

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Published by The Dairy Mail, Dairy Connect: https://www.dairy-connect.com/the-dairy-mail/flavoured-milk/

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