Müller has launched its first stand-alone yogurt brand in the UK, as it targets category growth.

Driven by a global wellness trend, Gut Glory is a new gut-health yogurt brand with a contemporary twist.

Research by the dairy company found that while the digestive health market was experiencing 12% value growth[1], potential shoppers were put off by existing options that were too scientific or functional.

Through the creation of a new brand with an irreverent tone and a contemporary and simple design, Müller intends to add excitement and inspiration to the digestive health yogurt segment.

Gut Glory is a creamy yogurt which contains gut friendly cultures, it is a source of calcium[2]and is made in Shropshire, England, using milk from British farms.

With most adults only eating 60% of their recommended dietary fibre intake[3], Government guidelines recommend that people find ways to increase their fibre intake[4]. The Gut Glory range will be available in two pack sizes. Shoppers can choose 450g big pots, available in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots, in Strawberry, Rhubarb and Peach & Mango with fibre.

The new range will be available in Asda from 23 August, with other retailers in the coming months. The 450g pot RRP is £1.80[5]and the four pack 125g RRP is £2.25.

The launch will be supported by a disruptive and tongue-in-cheek multimedia marketing campaign, which will include online advertising, social media, outdoor and in-store media and PR.

The nation’s favourite dairy brand[6]is continuing with its strategy to add inspiration to loved products like Müller Corner and Müllerlight, while growing the brand and business into other parts of the category and beyond, and into new channels.

Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:

“We have seen a natural move towards increased awareness and concern for health, which would explain the growth we are seeing in the digestive health yogurt segment.

“Müller is the nation’s favourite dairy brand, it is the category leader and is much-loved and trusted. But that does not give us the automatic right to win in every segment, and in this case, we identified demand, and a unique growth opportunity to introduce an exciting and contemporary new gut-health brand.

“With a bold and irreverent brand, and a 450g big pot option, we believe we have a distinctive proposition that will resonate with shoppers. It doesn’t place an emphasis on the complicated science behind gut health, it is deliciously creamy, gut friendly[7]and a really exciting milestone for the business.”

[1] 12.94% – June MAT TY vs. MAT YA – Nielsen

[2] Contains calcium which contributes to the normal function of digestive enzymes. Live cultures in yogurt improve lactose digestion of the product in individuals who have difficulty digesting lactose.

[3] As part of a healthy balanced diet

[5] Price is at the sole discretion of retailers

[6] Brand Footprint – The British Ranking of the most chosen dairy brands https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1

[7] Contains calcium which contributes to the normal function of digestive enzymes. Live cultures in yogurt improve lactose digestion of the product in individuals who have difficulty digesting lactose.

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