Müller targets natural yogurt market

Müller, the UK’s most popular yogurt brand[1], has launched its first ever range of natural yogurt. Made with milk from British farms, the natural range is fat free, high in protein and includes 0% added sugar.

With the launch of Müllerlight Natural and Müllerlight Greek Style Natural, the Official Yogurt of British Athletics[2] is continuing to target growing[3] parts of the yogurt category where it has been absent.

Müllerlight Greek Style Natural is available now in Asda and in Sainbury’s (17 March) and Morrisons (25 March), in 450g ‘big pot’ format, and the RRP is £1.60. Müllerlight Natural is available now in Asda and Morrisons, and in Sainsbury’s (17 March) in a single 175g format (RRP £0.75). A six pack format is available now in Asda, and in Sainsbury’s (17 March) and Morrisons (25 March), and the RRP is £4.09.

The launch will be supported by an ongoing Müllerlight multimedia campaign, featuring Müller brand ambassador, Katarina Johnson-Thompson.

Michael Inpong, Chief Marketing Officer at Müller said:

“We’re proud to have the two most popular yogurt brands in the UK, and we’re investing in our capabilities, our people and brands to ensure we maintain this leadership position.

“We’ll grow the category by bringing Müllerlight into a segment where it has been absent. Whether eaten on its own, or with fruit, nuts, or granola, we think this product will appeal to everyone, especially those following various weight management programmes.

“It’s another exciting milestone for us as we continue to inspire people to live happier and healthier lifestyles. It is not only natural and delicious, but it’s fat free, high in protein, contains 0% added sugar and is made with British milk.”

Following the development of a unique new yogurt culture and recipes, the dairy company is also removing all added sugar from its core Müllerlight yogurt range in May 2019, reducing the total sugar content by up to 28%[4].

Müller is also shaking up the luxury yogurt segment with Müllerlight Amore, an Italian inspired luxury yogurt that is fat free. Having extended its successful partnership with British Athletics as it continues to inspire people to live happier and healthier lives, the business is also working towards the inclusion of clear on-pack protein claims on all Müller yogurt products this year.

[1] Britain’s Biggest Brands 2018, The Grocer

[2] Official Yogurt as Proud Sponsor of British Athletics and Athletics Ireland

[3] Plain segment is in +5.3% value growth and +10.3% volume growth. Nielsen Scantrack 52 w/e data to 26.01.2019

[4] Per 100g