Press release -
Müller brings taste to Kefir category
Müller is set to shake up the flavoured milk market with its first ever kefir product, Müller Kefir Smoothie.
As the nation’s favourite dairy brand[1]targets category growth, its strategy is to add further inspiration to its core range of branded yogurts and desserts, while also growing the brand into other parts of the category and beyond.
With the kefir drinks market continuing to grow +24%[2], the dairy company is confident it can appeal to a broader market by focusing on taste and leveraging the familiarity of the well-known and trusted Müller brand.
Müller Kefir Smoothie is gut friendly[3], contains real fruit and is low in fat. It will be available in two 312ml variants: Raspberry & Pomegranate and Mango & Orange, the RRP is £1.30 and it will be available in Tesco, Sainsbury’s and SPAR in July, Asda in August, and Morrisons in October.
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.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“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.
“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.
“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.”
[1] Brand Footprint – The British Ranking of the most chosen dairy brands https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[2] MAT value, Nielsen MAT to April 24 2021
[3] Contains calcium which contributes to the normal function of digestive enzymes. Enjoy as part of a healthy diet and balanced lifestyle.
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 26,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,500 farmers in Britain.
Müller is ranked at No.17 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 million times each year. Müller UK & Ireland comprises three business units:
Müller Milk & Ingredients aims to be Britain’s private label dairy leader and produces branded and private label fresh milk, cream, butter and ingredients products. It boasts a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.
Müller is an Official Supporter of British Athletics and Athletics Ireland and has been title partner for 16 world-class events since 2016, with more to come throughout 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
