Müller UK & Ireland has launched its first range of whipped Greek-style yogurt to be fat-free, available in three different flavours from this month.
New Kremas – part of the dairy company’s Müllerlight brand – are fat-free whipped yogurts in strawberry, raspberry and pomegranate, and mango and passionfruit flavours.
The products, Müller said, ‘represent an opportunity for it to build on a segment of the market which has significant potential for growth’. The yogurts are sold in packs of four 100g pots with a recommended retail price of £2.89. They will initially be available in supermarket Asda, with other retailers to follow in April and May.
A TV advertising campaign will introduce consumers to Müllerlight Kremas and follows the success of Müller Bliss Corner and Müller Simply Bliss – two earlier whipped Greek yogurt offerings from the company that didn’t feature a ‘fat-free’ claim.
Müller chief marketing officer Michael Inpong said: “The Müller Simply Bliss range has been an incredible success. Consumers have been asking us for a lower calorie and fat-free version of this range, which contains the same unique whipped texture, deliciously creamy taste and has a range of exciting flavours. With Müllerlight Kremas we’ve achieved exactly that and we’re really excited to bring this into the market.”
Müller will also launch a nutty version of its Müller Corner yogurts. The new product features a pistachio-flavoured yogurt with caramelised almond pieces. Packed in single-portion 135g pots and retailing at a recommended price of £0.69, the new Müller Corners will ‘tap into the popularity of nuts in the UK market’, it said.
Later in May, the dairy group will unveil a duo of Müller Corner Müeslis – the first time that it has brought the product, trialled in Germany, to the UK market.
Müller Corner Müesli will be available in packs of six 135g pots and has a recommended retail price of £4.09 per pack. There are two flavours – banana chocolate muesli and white chocolate berry muesli – with black packaging signalling the indulgent nature of the product.
Müller UK & Ireland’s category vision identified a potential £700 million of category growth by 2020 – to be delivered by driving consumer excitement through new product development. The latest innovations, it said, were the next step in achieving that.
Inpong continued: “With Müllerlight Kremas, Müller Corner Goes Nuts and Müller Corner Müesli we’re breaking new ground, trying new flavours and tapping into some very significant segments of the markets where we see potential growth. By injecting some innovation, we feel there’s a great opportunity here to grow the category by capitalising on these existing shopper habits.
“We’re committed to developing a range which provides an option for every occasion. Whether it’s breakfast, lunch, snack or dessert, we’re making sure that there is a choice for everyone throughout the day. Across our brands, we offer everything from luxury and indulgence brands like Müller Corner and Müller Simply Bliss to healthier alternatives like Müllerlight and Müller Rice.
“We can’t afford to sit still and rest on our laurels. This year is all about bringing excitement, innovation and game changing new products to the market as we continue to grow the category.”
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