Müller has introduced price marked packs on Müller Corner, targeting growth in the wholesale and convenience channels.
The dairy company has also optimised Müller Corner for the sector, with stacked packs which take up less room on shelves and reduce in-store complexity.
“We think there’s a big opportunity for the number one brand in the yogurt category to thrive within the convenience and wholesale sector,” commented Jon Piper, commercial director at Müller Yogurt & Desserts.
“As we continue to grow and add further inspiration to the category, we need to create products that not only add taste to life and meet the needs of shoppers, but also multiple channels. In 2019 the Müller Corner range was +1.3 per cent on volume and last year it was +5.6 per cent. That’s because we have invested heavily in Müller Corner, shoppers value trusted brands, people are eating at home more and it’s a sub-sector with lots of growth potential.”
The top selling brand has enjoyed a strong 2020 which saw more Müller Corner yogurts sold during the first lockdown than in any period in the last three years.
The £1 price marked pack range aims to tap into this increased demand. Available from 1 April, the range consists of a two pack of Müller Corner Strawberry and a two pack of Müller Corner Vanilla Chocolate Balls.
The company’s FRijj brand, which is made using milk from British farms and now comes in a fully recyclable bottle and a long lasting ambient recipe, is also available in £1 price marked packs.
“With our optimised price mark offering, we’re confident and excited in our approach, and believe this will deliver real value to our retailers within the wholesale and convenience channel,” Piper added.