Muller has expanded its yoghurt range with the launch of a trio of “fat free” Greek style yoghurts in the UK.

The new lines, which will launch in stores early this month, comprise three variants: Coconut with a hint of Vanilla, Morello Cherry, and Honeyed Peach. Each will be available in a single-flavour four x 120g pack format with an RRP of GBP2.19 (US$3.46).

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A GBP6m marketing campaign to support the launch will include television, press, outdoor poster advertising, online and social media activity. Price promotions and sampling will also form part of the campaign.

“Our experience with Müller Greek Style yoghurt Corner has shown that this sector is ripe for development and the success of Müller Greek Style yoghurt Corner has demonstrated the impact that bringing a mainstream brand can have on the growth and development of a sector,” said Muller Dairy’s commercial director, Colin Smith.

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