The agency will provide above-the-line, brand and strategic support across the Frijj range. It already works on Müller's yoghurt and dessert products, including Müller Corner, Müllerlight and Müller Rice.
A spokeswoman for Müller told Campaign there was no creative agency partnering with Frijj last year, with the majority of work focused on digital media and carried out by Zone. The brand last worked with Grey in 2014.
Cliff Hall, managing director of VCCP Blue, said: "We are naturally delighted to have been appointed by Frijj to handle their brand and Frijj Milkshake product range, strategic and creative business.
"We are very much looking forward to working with the team to deliver big successes for the brand and the business in 2016 and for years to come."