Muller Launches Flavoured Milk Range
German dairy giant Müller has revealed plans to move into the flavoured milk channel in the UK with the launch of three Muller Milk products. The company said the range, which will be packaged in resealable 400ml bottles, will come in chocolate, strawberry and vanilla flavours. This is the first time Muller has had a presence in the chilled flavoured milk category in the UK, "despite Müllermilch being the brand leader in the equivalent 'milk-mix' category in Germany where it accounts for just over half of category sales," the company said. Müller said the move was part of plans to extend into another section of the dairy cabinet and is aligned with its strategy of tapping into the snacking market. It plans to capture snacking and impulse sales in the convenience and forecourt trading channels and from mums buying for children at grocery retailers. "Consumers associate Müller with great taste and variety, and it's a brand which they trust. For all of these reasons we believe the arrival of Müller in the chilled flavoured milk fixture will bring incremental growth by attracting new consumers to this developing category," marketing director Lee Rolston said. "In consumer research Müller Milk certainly got the thumbs up from the two key groups who purchase flavoured milk: young men who purchase on impulse for snacking and consumption on the hoof; and mums purchasing for children as an alternative to other soft drinks." The company said the UK launch also follows the range's recent roll-out across Eastern Europe. ---------------------------------------------------------------------------------------------------------------------
Muller Dairy moves into the chilled flavoured milk market
2 August 2011
Müller Dairy, the brand leader in the Chilled Yogurt and Pot Desserts category, is bringing the respected and trusted Müller brand name to the burgeoning £99 million chilled flavoured milk drinks category with the summer launch of a trio of Müller Milk lines. Packaged in re-sealable 400ml PET bottles with an RRP* of £1.09, the Chocolate, Strawberry and Vanilla Müller Milk drink flavours are being seeded into British supermarkets and convenience stores from August. The bottles are packaged in shelf-ready trays of 12, and feature the new blue iconic Müller ‘Masterbrand’ livery being introduced across Müller’s core range – Corner, Müllerlight and Müller Rice – at the same time. As well as extending Müller’s reach into another section of the dairy chiller cabinet the move is also aligned with the dairy company’s strategy of tapping into the snacking market opportunity. It is the first time Müller has had a presence in the chilled flavoured milk category in the UK, despite Müllermilch being the brand leader in the equivalent ‘milk-mix’ category in Germany where it accounts for just over half of category sales.3 Müller Milk’s arrival in the UK follows the recent roll-out in Eastern Europe for the brand which was first launched in Germany in 1983 and now sells 120 million bottles a year. Müller Milk – which delivers “Dairy goodness with the deliciously irresistible taste you love from Müller” – is aimed at capturing snacking and impulse sales in the impulse, convenience and forecourt trading channels and from mums purchasing for children in multiple grocers. With Chocolate and Strawberry, Müller Dairy is offering the two favourite chilled milk drink flavours – Chocolate, Strawberry and Banana account for 75% of chilled flavoured milk sales2 – while Vanilla aims to broaden the range of flavours currently available. Lee Rolston, Marketing Director at Müller Dairy, says: “Müller yogurts are purchased by more consumers than any other yogurt brand5 and the popularity of the brand makes the expansion into chilled flavoured milks a natural and...