Müller aims to disrupt the plain yogurt sector on the UK with the upcoming launch of its White Velvet range.
The company said its market research found that the biggest barrier to purchasing plain yogurt is taste. The new line, which is described as ‘thick, smooth and creamy’, aims to entice non-plain yogurt shoppers and reinvigorate the sector.
With plain yogurt consumption higher in mainland Europe, Müller believes there is a significant opportunity to boost sales in the UK.
The White Velvet line will be available in a 450g pot format from 25 September in an original and light variant, each retailing at £1.60.
To support the launch, Müller will invest in a multimedia campaign, including a new TV advert starring Nicole Scherzinger that will go live in November.
Müller chief marketing officer Michael Inpong 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.”
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