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Müller Continues to Disrupt UK Luxury Yogurt Segment

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Müller Continues to Disrupt UK Luxury Yogurt Segment

Müller Continues to Disrupt UK Luxury Yogurt Segment
October 24
16:03 2019

Müller UK & Ireland 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 and Morrisons 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, says: “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)


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