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Müller disrupts luxury yogurt segment

Press Release   •   Feb 26, 2019 09:02 GMT

Müller is set to disrupt the luxury yogurt segment with Müllerlight Amore, an Italian inspired luxury yogurt that is fat free.

As the nation’s favourite yogurt brand[1] looks to build on its leadership position within the category, Müller will shake up the segment with a recipe that is luxurious and creamy tasting, but fat free and high in protein.

Research identified that key purchase barriers for Müllerlight shoppers in this segment include concerns over sugar and fat[2]. Müllerlight Amore is fat free, and with an average total sugar content of 6.2g[3], the dairy company is confident that the product will breakthrough existing shopper concerns.

Michael Inpong, Chief Marketing Officer at Müller said:

“Through products that are motivated by health and inspired by taste, we’re committed to inspiring people to live happier and healthier lives.

“We’ve worked really hard to identify the right opportunity for Müllerlight shoppers in this segment. Not only is Müllerlight Amore luxurious and creamy tasting, but it is fat free and high in protein. This is the type of innovation that our customers and consumers can expect from the number one brand in the category.”

Müllerlight Amore will be available to shoppers in Asda from 4 March and Morrisons from 25 March. It will be available in three flavours: Hazelnut, Morello Cherry and Lemon[4], in 130g single packs and the RRP is £1.

The launch is part of Müller’s unprecedented UK investment of over £400m, over the next three years, to develop, manufacture and market a new generation of branded and private label dairy products.

It will be supported by an ongoing Müllerlight multimedia campaign, featuring Commonwealth Games and World Indoor Championship gold medallist, and Müller brand ambassador, Katarina Johnson-Thompson.

As Müller continues to work towards the inclusion of clear on-pack protein claims on all its Müller yogurt products, Müllerlight Amore packaging will include high in protein messaging.

With Müller Bliss Corner and Müller Bliss Corner Cheesecake Inspired already in the market, the launch will build the Official Yogurt of British Athletics[5] presence in the luxury segment.

[1] Nielsen ScanTrcak MAT data to 29.12.2018

[2] Müller Category Vision

[3] Across the range, per 100g

[4] Subject to availability

[5] Official Yogurt as Proud Sponsor of British Athletics

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.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 7th most chosen brand in the UK, picked from shelves more than 230 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 Britain, via a network of 57 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.