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Müller continues to disrupt luxury yogurt segment

Press release   •   Oct 16, 2019 09:00 BST

Müller is continuing to disrupt the luxury yogurt segment with the launch of its first ever mascarpone inspired product in the UK, Müller Bliss Mascarpone Style Yogurt.

The dairy company is the nation’s favourite yogurt brand[1] and is continuing to innovate and build on its leadership position within the category.

Targeting growth in the luxury yogurt segment, the new product is an indulgent Italian inspired yogurt, made in Shropshire with milk from British farms, but inspired by the creaminess of Italian mascarpone, and includes creamy tasting yogurt with a real fruit layer.

It will be available to shoppers in Asda from 21 October and Morrisons from 28 October in two flavours: Cherry and Peach & Apricot, in 110g four packs and the RRP is £2.89.

Having already launched Müllerlight Amore, an Italian inspired luxury yogurt that is fat free and Müller Bliss Corner Cheesecake Inspired, the dairy company is continuing to target growth in the luxury yogurt segment.

Michael Inpong, Chief Marketing Officer at Müller said:

“We want to help people live happier and healthier lives, and one of the ways we can do this is by adding taste to everyday life.

“Taste is by far the most important factor when choosing yogurts and we know that people are looking for some permissible indulgence every now and again. So innovation in this area is vital.

“Italy is the home of luxurious foods, enticing flavours and quality ingredients, so it’s a natural starting point to look for inspiration when creating a luxury yogurt. There hasn’t been a great deal of new product development in this segment, and we think by recreating the smooth and creamy texture of mascarpone, used in desserts like tiramisu and cheesecake, we’ve made something that people will love as an indulgent after dinner treat.

“Our Bliss range continues to perform strongly and we’ll continue to disrupt the category with innovative ideas. We’ve already launched our best ever core Müller Corner and Müllerlight recipes and disrupted the luxury segment with Müllerlight Amore, an Italian inspired yogurt that is fat free.”

Müller is also launching a fat free version of Müller Quark Yogurt, which also contains 100% naturally sourced ingredients. Shoppers can purchase Müller Quark Yogurt Fat Free in Asda from 21 October, Morrisons from 28 October and Tesco from 4 November. The product will be available in Mango flavour, in 150g singles and the RRP is £1.00.

Müller is also targeting a total sugar reduction of 25%[2] across its branded yogurt portfolio by 2020.

[1] Britain’s Biggest Brands. The Grocer 2019

[2] Total sugar SWA per 100g, less 3.8g lactose allowance per 100g (based on Kantar volume data)

Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from more than 1,650 British farmers.

The Müller brand is ranked at No.9 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 8th most chosen brand in the UK, picked from shelves more than 217 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland. With branding and activation rights for five events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.

For further information, see Müller Now, our first ever industry report.