Müller Yogurt & Desserts, a leading food manufacturing company, has recently launched its first plant-based range in the UK, while also bringing back a retro consumer favorite. This strategic move not only taps into the current age of nostalgia but also caters to the growing demand for plant-based options.
With a focus on category growth, Müller is investing in expanding and optimizing its product portfolio to meet the evolving needs and desires of consumers. The introduction of Müller Corner Plant Based and Müller Rice Plant Based is the result of extensive consumer research, aiming to appeal to new markets while maintaining the trademark taste and leveraging the power of the well-known and trusted Müller brand.
Shoppers at Asda can now enjoy the delicious Müller Corner Plant Based and Müller Rice Plant Based options, available in convenient single packs. Additionally, to drive reappraisal of the Müller brand and fuel category growth, Müller is excited to announce the return of a beloved vintage product, Müller Corner Mississippi Mud Pie Inspired, which is currently available at Asda and will have a wider rollout in September.
To support these new launches, a comprehensive marketing campaign incorporating social media, PR, and out of home advertising will be executed. Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts, expressed enthusiasm for the opportunity presented by the plant-based segment, emphasizing the importance of maintaining the brand’s signature taste and accessibility.
He stated, “With value sales up 8% year on year, we are capitalizing on this growth by expanding and enhancing our range of products. Plant-based and dairy products have co-existed for a long time, so making the nation’s favorite dairy brand accessible to more people is a really exciting and natural move.”
Furthermore, Bevans highlighted the significance of nostalgia in today’s market, stating, “Müller Corner is an icon in the yogurt world, and with the current age of nostalgia, it’s the perfect time to celebrate our iconic collection by bringing back this favorite in its retro form. We have received countless requests on social media asking when we will bring back Mississippi Mud Pie, so we are confident in our approach.”
In line with its brand refresh, Müller recently unveiled a new multimillion-pound masterbrand TV campaign, marking its first major update in twelve years.
Müller Yogurt & Desserts continues to drive growth and innovation in the food manufacturing industry, ensuring its products cater to a wide range of consumer preferences. With the introduction of its plant-based range and the return of a beloved classic, Müller remains a reliable and nostalgic choice for consumers.