Muller latest dairy major to enter vegan market

Muller latest dairy major to enter vegan market

Germany-based dairy major Unternehmensgruppe Theo Müller, one of the largest milk processors in Europe, is to enter the vegan market in its home country.

Müller is rolling out vegan desserts and on-the-go drinks next month.

The company has developed a range of four Müller Vegan Rice products, with coconut as their principal ingredient. Four beverages are also being launched, centred on oats.

A spokesperson for Müller said: "The long-term success of Müller is founded on listening to our consumers and as a result, making great tasting products which add taste to life. Dairy and plant-based products co-exist in our consumers shopping baskets and in their fridges and we are pleased to expand the Müller brand into a vegan format in Germany. We are, of course, ambitious in this area and we hope to expand both our offering and availability in other countries in due course."

The 180g desserts have a recommended price tag of EUR0.99 (US$1.19), while the drinks, available in 400ml pack sizes, are suggested to be sold for EUR1.49bn.

Last year, Müller invested in Yofix Probiotics, the Israel-based dairy-free yogurt start-up.

just-food archive, October 2020: How Yofix is prioritising clean label for plant-based dairy

just-food's free-to-read guide: Plant-based priorities – dairy companies also in dairy-free