Germany-based dairy group Müller is to enter the UK’s lactose-free yogurt market with the announcement of two new yogurt products.
The company, who is the Official Yogurt of British Athletics, has revealed Müller Quark Yogurt and Müller Corner Lactose Free, with both products launching in March and May 2018 respectively.
A first for Müller in the UK, one of its largest markets outside Germany, the unique recipe of Müller Quark Yogurt combines traditionally thick Alpine Style Quark with deliciously creamy yogurt.
Müller research found that 30 percent of thick yogurt consumers did not return to the sector as a result of taste. By combining quark with delicious Müller yogurt, the dairy company plan to grow the category by attracting new shoppers and re-attracting lapsed buyers.
Consumers can purchase Müller Quark Yogurt in Asda from March 5 and in other retailers from September. The product will be available in three flavours: Plain (high in protein), Strawberry and Vanilla (source of protein), in 150g singles and the RRP is £0.99.
Müller Corner Lactose Free, made with Müller Milk, represents the company’s first step into the lactose free sector. Consumers will able to purchase Müller Corner Lactose Free in Asda from May, Morrisons from June, and then Tesco shortly after. It will be available in two flavours: Strawberry and Red Cherry, in single flavour four-packs and the RRP is £2.89.
Michael Inpong, Chief Marketing Officer at Müller said: “Alongside creating everyday moments of pleasure for our consumers, we’re focused on building a vibrant future for the British dairy industry. We are already the UK’s favourite yogurt and desserts brand, but we must continue to meet the needs of our customers every step of the way.
“We have increased our marketing spend by almost 25 percent, extended our successful partnership with British Athletics, and with Müller Quark Yogurt and Müller Corner Lactose Free, we will continue to strengthen our leadership in new and exciting parts of the category.”
Müller has already announced a £100 million investment, over the next three years, as it aims to strengthen its leadership in parts of the category where it is already ever-present, whilst introducing exciting new branded and private label products where it is currently absent.
Plans are guided by a category vision which identified a potential £233 million of category growth by 2020.