Müller launches new gut health yogurt brand Gut Glory

Müller has launched its first stand-alone yogurt brand in the UK, Gut Glory.

Gut Glory is a creamy yogurt which contains gut friendly cultures, it is a source of calcium and is made in Shropshire, England, using milk from British farms.

Driven by a global wellness trend, the new gut-health yogurt brand follows research by the dairy company that found that potential shoppers in the digestive health market, which is experiencing 12 per cent value growth, were put off by existing options that were too scientific or functional.

Through the creation of a new brand with an irreverent tone and a contemporary and simple design, Müller intends to add excitement and inspiration to the digestive health yogurt segment.

“We have seen a natural move towards increased awareness and concern for health, which would explain the growth we are seeing in the digestive health yogurt segment,” Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts said.

“Müller is the nation’s favourite dairy brand, it is the category leader and is much-loved and trusted. But that does not give us the automatic right to win in every segment, and in this case, we identified demand, and a unique growth opportunity to introduce an exciting and contemporary new gut-health brand.”

The range will be available in two pack sizes: 450g big pots (£1.80), available in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots (£2.25), in Strawberry, Rhubarb and Peach & Mango with fibre.

“With a bold and irreverent brand, and a 450g big pot option, we believe we have a distinctive proposition that will resonate with shoppers. It doesn’t place an emphasis on the complicated science behind gut health, it is deliciously creamy, gut friendlyand a really exciting milestone for the business,” Inpong added.

The new range will be available in Asda from 23 August, before rolling out to other retailers in the coming months. The launch will be supported by a multimedia marketing campaign, which will include online advertising, social media, outdoor and in-store media and PR.