UK – Dairy and milk products processor, Muller has released a new premium yoghurt line, Mullerlight Amore, a fat-free range to offer consumers delightful tastes in the luxury yoghurt segment.
According to Muller, the Italian inspired yogurt range is set to disrupt and build on its leadership position in luxurious yoghurt brands.
Mullerlight Amore has a creamy taste, is fat free and high in protein and will be available in to shoppers in Asda from 4 March and Morrisons from 25 March.
It comes in three flavors Hazelnut, Morello Cherry and Lemon, in 130g single packs and retailing at US$1.32.
Development of the product was motivated by health concerns around Mullerlight brand, over sugar and fat content, thus the new range meets the need for health-focused products.
Muller said the new product has an average total sugar content of 6.2g and is confident that the product will breakthrough existing shopper concerns.
“Through products that are motivated by health and inspired by taste, we’re committed to inspiring people to live happier and healthier lives.
“We’ve worked really hard to identify the right opportunity for Mullerlight shoppers in this segment.
Not only is Müllerlight Amore luxurious and creamy tasting, but it is fat free and high in protein.
This is the type of innovation that our customers and consumers can expect from the number one brand in the category,” said Michael Inpong, Chief Marketing Officer at Müller.
The launch will be supported by an ongoing Müllerlight multimedia campaign, featuring Commonwealth Games and World Indoor Championship gold medallist, and Müller brand ambassador, Katarina Johnson-Thompson.
Mullerlight Amore packaging will include high in protein messaging as the company works towards the inclusion of clear on-pack protein claims on all its Müller yogurt products.
The product is an addition to Official Yogurt of British Athletics luxury range which also includes Müller Bliss Corner and Müller Bliss Corner Cheesecake Inspired.
The launch is part of Muller’s US$529.5 million (£400 million) planned investment in the UK over the next three years, with an aim to develop, manufacture and market a new generation of branded and private label dairy products.
The company also recently launched £100m cost and margin improvement programme looking to benefit the business, consumers, customers, employees and farmers.