This September, Müller is innovating the yogurt market with a new range of premium single-serve low fat fruit yogurts – called Vitality – which have a superb creamy flavour, generous fruit content and a probiotic culture.
Aimed at mainstream health-conscious women and priced around 45p each, the 1.8% fat yogurts are packed in colourful 175g pots in three flavours: Raspberry, Apricot and Pineapple. The range is suitable for vegetarians.
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Independent research commissioned by Müller shows that while probiotic yogurts are perceived as healthy options for consumers, 50 per cent of yogurt consumers expect such products to taste less good and have a thinner consistency than other mainstream yogurts.
Managing Director for Müller, Ken Wood comments, “New Vitality brings the Müller brand values of generosity, confidence, satisfaction and most importantly, taste to the probiotic yogurt and yogurt drinks sector worth £47 million at RSP this year.”
“As the sector is currently growing at a rate of over 175 per cent, we anticipate that the Vitality launch will further expand the fastest-growing sector of the yogurt market by appealing to a far wider audience than probiotic dairy products have done to date which have tended to appeal to an older, less mainstream female audience.”
Vitality will be supported this year by a women’s press advertising campaign in the autumn, combined with a heavy programme of in-store sampling.
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By GlobalDataKen Wood adds, “When yogurt consumers tried Vitality, respondents said it was delicious, fruity and fresh tasting, and 75% said they would buy it in addition to their current repertoire. These findings suggest that this innovative launch will help grow the Short Life Dairy Products market overall, already worth £1.1 billion* and growing at a healthy rate of 10% this year.”
Müller Vitality will be available in colourful, new shelf ready display outers – each containing six of one flavour of Vitality – which the company is introducing to minimise retailers’ shelf-stacking time, reduce ‘out of stock’ situations and maximise shelf impact.
The new products will be merchandised next to probiotic yogurts and yogurt drinks and adjacent to other healthy yogurts.
*Source: Nielsen
Editor’s note: Müller is the number one branded Short Life Dairy Products (SLDP) company with a 21% MAT value share of the £1.1 billion market.
For further information please contact Wendy Akers (020 7761 1746) or Suzanne Fry (020 7761 1744).
