Müller targets category growth with new Müller Rice Protein

Müller Yogurt & Desserts is targeting growth within the chilled desserts category with the launch of Müller Rice Protein.

Marking Müller Rice’s first new product development in over three years, the business is continuing to tap into the protein trend as it adds further inspiration to its core range of branded yogurt and desserts.

Research by the dairy company identified three key occasions for eating products which contain high protein: for health (29%), muscle gain (29%) and hunger-filler (30%)[1]. The business believes it can succeed by targeting those looking for a hunger-filling option, an area where there is currently limited choice for shoppers.

Müller Rice Protein contains 14g of protein per pot, more than double the protein content within the existing core Müller Rice range.

It is low fat, and available in 180g singles, in both chocolate and vanilla variants, in Morrisons from 22 March.

The launch will be supported by an ongoing Müller Rice social media campaign.

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

“When we looked at the data behind the protein trend, it became clear that almost a third of high protein shoppers were looking for something which keeps them fuller for longer, but there are limited choices on the market. By introducing a hunger filler option like Müller Rice Protein, there is clear potential for category growth.

“Shoppers are looking for a product which meets their needs, but they are also looking for well-known and trusted brands. So as the nation’s favourite dairy brand, we’re well placed to meet this opportunity.

“Our approach is to make products which add taste to life, and inspire people to live happier and healthier lifestyles. With the addition of Müller Rice Protein to our great tasting range of branded yogurts and desserts, we have a portfolio that is well placed to do just that.”