Müller is to ditch its Little Stars yoghurt drink in favour of a fruit yoghurt smoothie, as part of a GBP6m (US$11.9m) investment into the company’s kids brand.
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The launch of two High Fruit Yogurt Smoothies marks the beginning of “phase two” of the Müller’s development plan for the Little Stars brand, the company told just-food today (26 March).
Müller is also planning to revamp the packaging for the entire Little Stars range to emphasise the brand’s natural credentials.
“The brand has clearly established a strong rapport with consumers and we’ll be combining the appeal of Little Stars and the launch of High Fruit Yogurt Smoothies to bring something new to re-invigorate the children’s dairy drink sector,” said Chris McDonough, Müller UK’s marketing director.
The smoothies will be launched in all trade sectors on 1 April and will be packaged in four-packs of 90g pots with a retail price of GBP1.58. They will be available in two variants – strawberry and apple & blackcurrant.
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By GlobalDataPlans to develop the Little Stars range further are ongoing, Müller told just-food. The company is looking at a number of initiatives with no specific timeline on the next tranche of development activity.
