Müller Tackles Yogurt On the Go Challenge
The Müller brand is targeting front of store and on the go snacking in the UK by launching two yogurt SKUs with a spoon attached. Consumers are now able to purchase Müller Corner Strawberry (150g) and Müllerlight Goodies Lemon (107g) with an attached spoon.
The disposable spoon sits under a lid on the top of the product, and the two SKUs are available to consumers in Boots (RRP £0.90 each).
Recent Müller research found that the food to go market is in growth and that consumers are constantly asking for a solution to the challenge of eating a yogurt on the go. This provides the dairy company with the opportunity to give consumers what they want, while also building on a segment of the market which has significant potential for growth.
Research also found that 64% of people have purchased a yogurt or potted dessert while out or at work – this was the third most popular food item (behind sandwiches 91% and meal deals 69%). When shown the two SKUs and asked what they liked most about the product, the inclusion of a spoon was the most liked feature.
Müller Yogurt & Desserts’ category vision identified a potential £233 million of category growth by 2020, to be delivered by bringing excitement, innovation and game changing new products to the market. With the food to go market expected to grow, the launch is expected to help the dairy company achieve this growth.
Bill Mathieson, Commercial Director at Müller Yogurt & Desserts, says: “Our approach is to give customers what they want and we know there is a real demand for yogurts to be eaten on the go. The last thing we want is for people to improvise, so we are providing a spoon!”
He adds: “In today’s time-poor society, we all somehow have less time to sit down and eat. On the go snacking is massive, but it’s not something that the category has nailed yet. If we’re going to unlock category growth, it’s vital that we listen to our customers and consumers. We’re very excited to give people the option to eat our products at a time and place that suits them best.”
Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts under licence from Mondelez International. Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.
Müller Yogurt & Desserts is part of Müller UK & Ireland, which is wholly owned by the Unternehmensgruppe Theo Müller. Employing around 12,000 people, Müller UK & Ireland also incorporates Müller Milk & Ingredients, which operates a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.
