Müller brings taste to Kefir category

Müller is set to shake up the flavoured milk market with its first ever kefir product, Müller Kefir Smoothie.

As the nation’s favourite dairy brand[1]targets category growth, its strategy is to add further inspiration to its core range of branded yogurts and desserts, while also growing the brand into other parts of the category and beyond.

With the kefir drinks market continuing to grow +24%[2], the dairy company is confident it can appeal to a broader market by focusing on taste and leveraging the familiarity of the well-known and trusted Müller brand.

Müller Kefir Smoothie is gut friendly[3], contains real fruit and is low in fat. It will be available in two 312ml variants: Raspberry & Pomegranate and Mango & Orange, the RRP is £1.30 and it will be available in Tesco, Sainsbury’s and SPAR in July, Asda in August, and Morrisons in October.

A multi-million pound marketing campaign starring brand ambassador and world champion sprinter Dina Asher-Smith will support the launch. It includes a new television advert, social media, PR, in-store promotions and product sampling.

Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:

“When we looked closely at the flavoured milks market, we noticed that kefir was healthy, convenient and in growth, but the choice and flavours were limited. It didn’t have broad appeal, and that’s the opportunity.

“As we look to grow our brand into other parts of the category, we believe we have found a sweet spot to unlock interest from consumers who perhaps haven’t tried kefir before.

“Shoppers know that Müller products are guaranteed to taste great. So when you add a gut friendly proposition and a multi-million pound social and PR marketing campaign, then it is a product launch that the whole supply chain can be excited about.”