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Cornering the yogurt market

Posted on by in Yogurts

Müller NPD continues at pace

MÜLLER yogurt has whipped up something Greek for the latest in a line of new releases from the brand.
Müllerlight Kremas is the dairy brand’s first ever Greek style yogurt that is fat free, and the new line is rolling out with three flavours.

New products from Müller include Müllerlight Kremas and Müller Corner Muesli.

Available in 100g single flavour four-packs with an RRP of £2.89, the Müllerlight Kremas rage comprises Strawberry, Raspberry & Pomegranate and Mango & Passionfruit variants.
The launch of Müllerlight Kremas has been supported by a multimedia campaign which includes a new TV ad.

Müllerlight Kremas follows on from the launch of Müller Bliss Corner and Müller Simply Bliss, both of which offer a similar whipped texture but without the fat-free health claim.
Michael Inpong, chief marketing officer at Müller said: “The Müller Simply Bliss range has been an incredible success, winning Product of the year in the 2017 yogurt category.
“Consumers have been asking us for a lower calorie and fat-free version of this range, which contains the same unique whipped texture, deliciously creamy taste and has a range of exciting flavours.
“With Müllerlight Kremas we’ve achieved exactly that and we’re really excited to bring this into the market.”

We feel there’s a great opportunity to grow the category by capitalising on existing shopper habits.

Müllerlight Kremas isn’t the only new product development from the yogurt brand, which has also launched Müller Corner Goes Nuts to capitalise on what the firm views as the growing popularity of nuts in the UK market.
The new Müller Corner variant features a pistachio flavour yogurt with caramelised almond pieces on the side.

Müller Corner Goes Nuts is available in 135g singles and the RRP is £0.69.
Müller’s corner range was also further extended this spring with the launch of Müller Corner Muesli.
Available in two variants, Banana Chocolate Muesli and White Chocolate Berry Muesli, the two SKUs come in black packaging and are available in 6x135g packs at an RRP of £4.09.
Michael Inpong said that with these recent product launches, Müller is tapping into significant segments of markets where the firm sees potential for growth.

“By injecting some innovation, we feel there’s a great opportunity here to grow the category by capitalising on these existing shopper habits.
“We’re committed to developing a range which provides an option for every occasion.
“Whether it’s breakfast, lunch, snack or dessert, we’re making sure that there is a choice for everyone throughout the day,” he said.

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