Müller is looking to capitalise on the gin boom in the UK with a new Müllerlight gin and tonic-inspired yogurt.
Containing 0.5% gin, the fat-free yogurt contains no added sugar and is said to be high in protein.
With the release, Müller is continuing its strategy to add inspiration to its core range of branded yogurts, Müllerlight and Müller Corner, as it targets category growth.
The launch will be supported by an ongoing Müllerlight multimedia campaign, featuring brand ambassador, athlete Katarina Johnson-Thompson.
“Müllerlight is one of the nation’s favourite yogurt brands, but with constant shifting consumer behaviour we need to find smart ways to grow the brand and drive category growth,” said Michael Inpong, chief marketing officer at Müller.
“We’ve already strengthened the core with a new and improved recipe, and we’re launching two new limited editions, Müllerlight Irish coffee flavour yogurt and Müllerlight mince pie flavour yogurt.
“We’re also launching disruptive innovations like Müllerlight Amore, and bringing Müllerlight into a segment where it has been absent with our first ever range of natural yogurt. Whether eaten on its own or with fruit, nuts, or granola, we think Müllerlight Natural and Müllerlight Greek Style Natural appeal to everyone, especially those following various weight management programmes.
“Müller is here to add taste to everyday life and we know that Müllerlight shoppers enjoy eating our yogurts throughout the day.”
Müllerlight gin and tonic-inspired yogurt is available now in Tesco and Asda in a six-pack format (three gin and tonic flavours and three pink gin and elderflower flavours) with a recommended retail price of £3.
In June, Müller announced plans to reduce the sugar content by 25% in its branded yogurt portfolio by June 2020.
© FoodBev Media Ltd 2024
