Müller launches its first kefir product

Müller has announced the launch of its first ever kefir product, Müller Kefir Smoothie.

With the kefir drinks market continuing to grow 24 per cent, the dairy brand aims to shake up the flavoured milk category by focusing on taste and leveraging the familiarity of the well-known and trusted Müller brand.

“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,” commented Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts.

“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.”

Müller Kefir Smoothie is gut friendly, contains real fruit and is low in fat. It will be available in two 312ml variants: Raspberry & Pomegranate and Mango & Orange.

A multi-million pound marketing campaign starring brand ambassador and world champion sprinter Dina Asher-Smith will support the launch. It includes a new television advert, social media, PR, in-store promotions and product sampling.

“Shoppers know that Müller products are guaranteed to taste great. So when you add a gut friendly proposition and a multi-million pound social and PR marketing campaign, then it is a product launch that the whole supply chain can be excited about,” Inpong added.

Müller Kefir Smoothie will be launched into Spar in July, along with Tesco and Sainsbury’s. It will be rolled out to Asda from August, and Morrisons from October. RRP: £1.30