UK – Müller has introduced a new Müllerlight gin and tonic-inspired yogurt, a high in protein fat free yoghurt containing no added sugar.
With the product, which is Müller’s first ever gin and tonic inspired yogurt, the company is continuing with its strategy to add inspiration to its core range of branded yogurts, Müllerlight and Müller Corner, as it targets category growth.
Müllerlight Gin & Tonic inspired yogurt is available in six pack format (three Gin & Tonic flavour yogurt and three Pink Gin & Elderflower flavour yogurt) in Tesco and Asda at a RRP of £3.
Michael Inpong, Chief Marketing Officer at Müller said “Müllerlight is one of the nation’s favourite yogurt brand, but with constant shifting consumer behaviour, we need to find smart ways to grow the brand and drive category growth.
“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.”
Inpong also unveiled that the company will be launching disruptive innovations like Müllerlight Amore and bringing Müllerlight into a segment where it has been absent, with Müller’s 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. Gin is the UK’s favourite spirit, and now people can enjoy the taste in a yogurt that is also fat free, high in protein and contains 0% added sugar,” Inpong added.
The launch will be supported by an ongoing Müllerlight multimedia campaign, featuring brand ambassador, athlete Katarina Johnson-Thompson.
Sugar reduction in its portfolios
The new products further confirm the company’s commitment targeting a total sugar reduction of 25% across its branded yogurt portfolio by June 2020.
Having already reformulated Müllerlight Greek Style and Müllerlight Fruitopolis so that they include no added sugar, the introduction of Müllerlight and Müller Corner recipes also builds on Müller’s continued drive to reduce sugar.
In addition, Müller has also previously reformulated and removed sugar from the iconic Müller Corner Strawberry flavour and Müller Quark Yogurt range, and launched Müller Corner Plain, the dairy company’s first ever Müller Corner made with unsweetened natural Greek style yogurt.
Müller says that its overall approach to achieving category growth is to strengthen its core brands, develop a leading private label proposition and innovate to target the 46% of the yogurt category where the brand has limited or no presence.