Müller targets new products following £100 million investment

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Muller to invest £100 million

Müller has announced two new yogurt products as it continues to develop, manufacture and market a new generation of branded yogurt and desserts products.

The dairy company, who is the Official Yogurt of British Athletics*, has revealed Müller Quark Yogurt and Müller Corner Lactose Free*, with both products launching in March and May 2018 respectively.

The dairy company has already announced that this is part of a £100 million investment, over the next three years, as it aims to strengthen its leadership in parts of the category where it is already ever-present, whilst introducing exciting new branded and private label products where it is currently absent.

A first for Müller in the UK, the unique recipe of Müller Quark Yogurt combines traditionally thick Alpine Style Quark with deliciously creamy yogurt.

Müller research found that 30% of thick yogurt consumers did not return to the sector as a result of taste. By combining quark with Müller yogurt, the dairy company plan to grow the category by attracting new shoppers and re-attracting lapsed buyers.

Consumers can purchase Müller Quark Yogurt in Asda from March 5 and in other retailers from September. The product will be available in three flavours – plain, strawberry and vanilla.

Müller Corner Lactose Free, made with Müller Milk, represents the company’s first step into the lactose free sector.

Consumers will able to purchase Müller Corner Lactose Free in Asda from May, Morrisons from June, and then Tesco shortly after. It will be available in two flavours – strawberry and red cherry.

Plans are guided by a category vision which identified a potential £233 million of category growth by 2020, to be delivered by bringing excitement, innovation and game changing new products to the market.

Michael Inpong, Chief Marketing Officer at Müller said: “Alongside creating everyday moments of pleasure for our consumers, we’re focused on building a vibrant future for the British dairy industry. We are already the UK’s favourite yogurt and desserts brand, but we must continue to meet the needs of our customers every step of the way.”

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