Müller launches new yogurt range in the UK to disrupt luxury yogurt segment

UK – Müller will be launching the its first ever mascarpone inspired product in the UK, Müller Bliss Mascarpone Style Yogurt available in two variants as it continues to disrupt the luxury yogurt segment in the market.

Targeting growth in the luxury yogurt segment, Muller says that the new product is an indulgent Italian inspired yogurt, made in Shropshire with milk from British farms, but inspired by the creaminess of Italian mascarpone. .

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The product includes creamy tasting yogurt with a real fruit layer and will be available in two flavours: Cherry and Peach & Apricot, in 110g four packs later this month in major retailers including Asda and Morrisons at a  recommended price of £2.89.

Michael Inpong, Chief Marketing Officer at Müller said: “We want to help people live happier and healthier lives, and one of the ways we can do this is by adding taste to everyday life.

“Taste is by far the most important factor when choosing yogurts and we know that people are looking for some permissible indulgence every now and again. So innovation in this area is vital.

“Italy is the home of luxurious foods, enticing flavours and quality ingredients, so it’s a natural starting point to look for inspiration when creating a luxury yogurt.

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“There hasn’t been a great deal of new product development in this segment, and we think by recreating the smooth and creamy texture of mascarpone, used in desserts like tiramisu and cheesecake, we’ve made something that people will love as an indulgent after dinner treat.

“Our Bliss range continues to perform strongly and we’ll continue to disrupt the category with innovative ideas. We’ve already launched our best ever core Müller Corner and Müllerlight recipes and disrupted the luxury segment with Müllerlight Amore, an Italian inspired yogurt that is fat free.”

Müller Quark Yogurt Fat Free

Having already launched Müllerlight Amore, an Italian inspired luxury yogurt that is fat free and Müller Bliss Corner Cheesecake Inspired, the dairy company is continuing to target growth in the luxury yogurt segment.

Müller is also launching a fat free version of Müller Quark Yogurt, which also contains 100% naturally sourced ingredients. The Müller Quark Yogurt Fat Free will be available in Asda and Morrisons later this month and Tesco from 4 November.

The product will be available in Mango flavour, in 150g singles and the RRP is £1.00. Müller is also targeting a total sugar reduction of 25% across its branded yogurt portfolio by 2020.

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