German dairy company Müller has announced that it is launching Müller White Velvet Greek-style yogurt in the UK.
The company says that the average consumption of plain yoghurt per person in the UK is only 10.5kg each year, compared to higher levels in Europe, including Sweden (32.6 kg) and the Netherlands (26.2 kg).
However, it adds that this new product could fill a gap in the market. Müller White Velvet 'performed strongly' in the company's market research, with consumers claiming to enjoy the taste, thickness and creaminess of the plain yoghurt.
Müller White Velvet, in both original and light versions, will be available in 450g big pot formats in most retailers from 25 September 2017.
Continuing Innovation
Müller says that this launch, supported by a multimedia campaign in November featuring Nicole Scherzinger, is likely to help the company achieve a potential £233m of category growth by 2020.
“Our goal is to make plain yogurt more relevant throughout the day, and to attract new shoppers who trust us to deliver exceptional taste," said Müller's chief marketing officer Michael Inpong "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.”
Elsewhere, he underlined that Müller is continuously innovating in order to develop the brand “in areas where the business doesn’t have a presence”.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.
