FDBusiness.com

Müller, the number one dairy brand in the UK[1], is set to shake up the super thick yogurt segment with its first ever Skyr product – Müller Corner Icelandic Style Skyr. Müller Corner is the nation’s favourite yogurt brand[2], and the dairy company is continuing with its strategy to add further inspiration to its core range of branded yogurts as it targets category growth.

With the Skyr market continuing to grow[3], the dairy company is confident that by focusing on taste, its product will prove successful. It will be available in three variants: Icelandic Style Skyr with raspberry and hazelnut granola, nuts and chocolate coated balls granola and banana and almond granola.

It is the Official Yogurt of British Athletics’[4] largest ever Müller Corner and it contains 13g of protein. It is available as a single pot (180g), the RRP is £1.50 and it will be available in Morrisons and Co-op in June and Tesco, Asda and Waitrose in July.

The launch will be supported by a multi-million pound marketing campaign starring brand ambassador Dina Asher-Smith, the first British woman to win a major global sprint title. The campaign includes a new television advert and social media.

Michael Inpong.

Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts, comments: “We’re the nation’s favourite yogurt brand because we add taste to life. We’re constantly creating innovative, fun and delicious new products, like this one, which meet changing shopper needs.

“Demand for Skyr products continues to grow and we know that taste is by far the most important factor when choosing yogurts[5]. We’ve already seen with the success of Müller Corner Creations that formats like split-pots can deliver growth if the idea is strong enough. So we’re excited to introduce a new generation of Müller Corner to the established split pot market. Müller Corner has been on UK supermarket shelves for over 30 years, so we’re shaking it up by making it deliciously thick, bigger and with a transparent Corner so that shoppers can see the high quality, delicious whole nuts and granola inclusions.”

He adds: “This is a revolutionary moment for Müller Corner, so we’re backing it with a huge multi-million pound marketing campaign.”

Part of Müller UK & Ireland, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state-of-the-art yogurt facility.

[1] Brand Footprint – The UK ranking of the most chosen dairy brands – Kantar

[2] Nielsen value sales MAT to 25/01/2020

[3] Nielsen 25/01/20

[4] Official Yogurt as Proud Sponsors of British Athletics

[5] Kantar Usage data, January 2020