UK – Muller UK and Ireland has entered the UK spreads market with the introduction of its first ever branded butter spread, launched exclusively in Tesco on 21 May.
The launch of the Official Spreadable of British Athletics boosts its butter category including salted, unsalted and lactic butter which it supplies to both the domestic and international markets.
The spread is made with 73% real churned butter to give it a delicious creamy taste and the firm said it could drive consumption across all age ranges, but particularly families.
It meets its promise to introduce great tasting products in parts of the dairy aisle where the Müller brand doesn’t currently have a presence.
Available in slightly salted and unsalted 400g and 250g offerings, the Muller Spreadable forms the basis of its goal which is to empower consumers to make active and healthy lifestyle choices.
Muller said consumers in Tesco will also be able to purchase salted and unsalted Müller Butter (block) in 250g but all the six SKUs will be available throughout the trade later in 2018.
“The Müller brand exists to bring everyday moments of pleasure, and with this launch, we’re bringing the delicious creamy Müller taste to the category for the first time.
“It’s a really exciting moment for us.
We recognise that there has been a lack of new product development in this part of the dairy aisle, and we’re confident that by focusing on taste and leveraging the brand power of Müller, we can unlock new category growth benefitting consumers and customers alike,” said Dan Howell, Commercial Director at Müller Milk & Ingredients.
The launched will backed with a marketing campaign to be kicked off in June 2018 which will include a new TV advert starring Nicole Scherzinger and support from British Paralympian Kadeena Cox MBE, due to the company’s partnership with British Athletics.
The company has been churning out block butter for the food processing sector from its US$20.08million butter processing plant in Market Drayton since December 2013, but this is the first time it has targeted the retail market, said the Grocer.
Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller, is the seventh biggest food and drink brand in Britain and is the UK’s seventh most picked FMCG brand.