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Müller revolutionises plain yogurt market

Press Release   •   Sep 15, 2017 10:00 BST

Müller has identified a taste barrier in the UK plain yogurt market and will solve it with Müller White Velvet.

As the dairy company continues to innovate and leverage the Müller brand in areas where the business doesn’t have a presence, the innovative new plain Greek style yogurt has been designed to disrupt the current plain yogurt sector.

Extensive market research to build the dairy company’s category vision found that the biggest barrier to purchasing plain yogurt in the UK is taste. Müller White Velvet performed strongly in market research, with consumers loving the taste, thickness and creaminess.

By making plain yogurt deliciously thick, smooth and creamy, it presents a major opportunity for Müller to breakdown the taste barrier, entice non-plain yogurt shoppers and to reinvigorate the sector for existing plain shoppers.

On average, consumption of plain yogurt per annum is much higher in Europe, with 32.6kg consumed per person in Sweden and 26.2kg in Netherlands. In the UK, only 10.5kg of plain yogurt is consumed per person* and the dairy company recognises the significant opportunity to grow plain yogurt consumption in the UK.

Müller White Velvet will be available in most retailers, in 450g big pot format, with an RRP of £1.60 from 25 September 2017.*

At the same time, consumers will also be able to purchase Müller White Velvet Light (fat free). This original variant will also be available from 25 September in 450g big pots. Müller is continuing to target the big pot market, having launched Müllerlight Greek Style big pot, with 0% added sugar in January 2017.

To support the launch, Müller are investing in a major multimedia campaign, which includes a new TV advert starring Nicole Scherzinger, that will go live in November 2017.

Müller Yogurt & Desserts’ category vision identified a potential £233m of category growth by 2020, to be delivered by bringing excitement, innovation and game changing new products to the market.

Müller has already announced that they have extended their successful partnership with British Athletics until the end of 2019, and with the plain sector expected to grow, the launch of Müller White Velvet is expected to help the dairy company achieve category growth.

Michael Inpong, Chief Marketing Officer at Müller said

“We’re excited to breakdown the taste barrier that exists in this market. By taking plain yogurt, making it deliciously smooth, thick and creamy, we’re revolutionising the sector Müller style. It’s important to offer consumers choice and for those looking for a fat free version, Müller White Velvet Light original is a delicious alternative.

“Our goal is to make plain yogurt more relevant throughout the day, and to attract new shoppers who trust us to deliver exceptional taste. We’ve just announced that we will be continuing our strong relationship with British Athletics until 2019, and this launch is another really exciting moment for the business.

“We’re going to keep innovating and leveraging the Müller brand in areas where the business doesn’t have a presence. Müller White Velvet marks the latest step to achieving a potential £233m of category growth by 2020.”

*Subject to availability

*Canadean 2016

Müller UK & Ireland

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 12,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.

Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts under licence from Mondelez International. Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.

Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.

The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.