Press release -
Müller adds taste to life with its first ever Skyr product
The number one dairy brand in the UK[1] is set to shake up the super thick yogurt segment with its first ever Skyr product, Müller Corner Icelandic Style Skyr.
Müller Corner is the nation’s favourite yogurt brand[2], and the dairy company is continuing with its strategy to add further inspiration to its core range of branded yogurts as it targets category growth.
With the Skyr market continuing to grow[3], the dairy company is confident that by focusing on taste, its product will prove successful. It will be available in three variants: Icelandic Style Skyr with raspberry and hazelnut granola, nuts and chocolate coated balls granola and banana and almond granola.
It is the Official Yogurt of British Athletics’[4] largest ever Müller Corner and it contains 13g of protein. It is available as a single pot (180g), the RRP is £1.50 and it will be available in Morrisons and Co-op in June and Tesco, Asda and Waitrose in July.
The launch will be supported by a multimillion pound marketing campaign starring brand ambassador Dina Asher-Smith, the first British woman to win a major global sprint title. The campaign includes a new television advert and social media.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“We’re the nations favourite yogurt brand because we add taste to life. We’re constantly creating innovative, fun and delicious new products, like this one, which meet changing shopper needs.
“Demand for Skyr products continues to grow and we know that taste is by far the most important factor when choosing yogurts[5].
“We’ve already seen with the success of Müller Corner Creations that formats like split-pots can deliver growth if the idea is strong enough. So we’re excited to introduce a new generation of Müller Corner to the established split pot market. Müller Corner has been on UK supermarket shelves for over 30 years, so we’re shaking it up by making it deliciously thick, bigger and with a transparent Corner so that shoppers can see the high quality, delicious whole nuts and granola inclusions.
“This is a revolutionary moment for Müller Corner, so we’re backing it with a huge multimillion pound marketing campaign.”
[1] Brand Footprint – The UK ranking of the most chosen dairy brands – Kantar
[2] Nielsen value sales MAT to 25/01/2020
[3] Nielsen 25/01/20
[4] Official Yogurt as Proud Sponsors of British Athletics
[5] Kantar Usage data, January 2020
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,600 farmers in Britain.
The Müller brand is ranked at No.12 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 8th most chosen brand in the UK, picked from shelves more than 217 million times each year. Müller UK & Ireland comprises three business units:
Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.
Müller is an Official Supporter of British Athletics and Athletics Ireland and is a title partner for 12 world-class events throughout 2020, 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
