Müller has made its first foray into the kefir category with the introduction of Müller Kefir Smoothie across the UK.
Made with real fruit, Müller Kefir Smoothie is low in fat and comes in two variants: Raspberry & Pomegranate and Mango & Orange.
The gut-friendly drinks mark the first kefir products by the brand, as Müller aims to capitalise on the strong growth of the kefir category.
“When we looked closely at the flavoured milks market, we noticed that kefir was healthy, convenient and in growth, but the choice and flavours were limited. It didn’t have broad appeal, and that’s the opportunity,” said Michael Inpong, strategy and marketing director at Müller yogurt & desserts.
He added: “As we look to grow our brand into other parts of the category, we believe we have found a sweet spot to unlock interest from consumers who perhaps haven’t tried kefir before.”
Last year, Müller entered the skyr category for the first time with a new range of Müller Corner Icelandic Style Skyr yogurts; and has since expanded its portfolio to include a fat-free skyr yogurt.
From July, Müller Kefir Smoothie will be available for an RRP of £1.30 in Tesco, Sainsbury’s and Spar; while the drinks will roll out in Asda in August, and Morrisons in October.
© FoodBev Media Ltd 2021
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