Dairy Crest Teams Homer with Frijj

Dairy Crest and 20^th Century Fox's "The Simpsons" are extending the limited-edition Frijj milkshake range with a cookie dough flavor featuring Homer Simpson.

The Homer-inspired cookie dough follows a Chief Wiggum chocolate fudge brownie flavor, launched three years ago. 

"We started working with Fox in 2003 to develop a series of The Simpsons-inspired limited-edition flavors that would complement the existing Frijj range," says Mike Smith, Frijj brand manager at Dairy Crest. "Our core audience is male aged 15 to 24, so use of The Simpsons characters on the bottle graphics instantly engages their interest and gives Frijj a strong USP."

"Our close working relationship with Dairy Crest has produced five limited-edition flavors featuring characters from The Simpsons that have really delivered for the Frijj brand at every level," says Carl Lumbard, senior vice president and managing director, Twentieth Century Fox L&M Europe. "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."

Twentieth Century Fox (Booth #6327) is exhibiting at this year's Licensing International Expo to be held June 2 to 4 in Las Vegas at the Mandalay Bay Hotel and Resort.

For more news or information about the Licensing International Expo, please click here.