Müller launches rebranded filtered milk range

Müller Milk & Ingredients has announced the relaunch of its branded filtered milk range.

Formerly called Müller Milk Fresh.Longer.Why?Filtered, the rebranded Müller Good Stuff Fresher for Longer lasts up to seven days when opened, or for up to three weeks unopened.

Filtered milk currently represents the fastest-growing sector in milk, with a 46 per cent increase in retail value sales since 2019 [Nielsen], and the Müller Milk brand has seen 30 per cent volume growth year on year.

The business intends to drive category growth with its existing Müller Milk range, and a new branded milk range called Müller Good Stuff, with Müller Fresher for Longer being the first product from the new range.

Redesigned packaging informs consumers that the product is fresh from one of Müller’s supplying farms in Britain. Shoppers are also informed that the bottle is 100% recyclable and contains at least 30% recycled material. ’High in protein’ and ‘100% natural – nothing added’ messages have also been incorporated, following consumer research by Müller.

“We know that Müller is a much loved and well trusted brand in the dairy category, so there is a growth opportunity to leverage these strong credentials, and build on the encouraging results we’ve seen for our brand over the last few years,” Helen Priestley, marketing and category director for Müller Milk & Ingredients, said.

“Following a very successful relaunch of Müller branded milk last year, and with more exciting Müller Good Stuff new product development to come later this year, we’re eager for customers and consumers to see this new Fresher for Longer brand.

“We know that shoppers are increasingly mindful of their food waste, while also facing into increased costs of living, so we’re confident and excited in this relaunch.”

Retailers currently stocking the product will see the new Good Stuff Fresher for Longer appear in fridges from this week, with a wider rollout planned from late summer.

It will be sold in two litre bottles in both whole and semi-skimmed, with an RRP of £2.60.