Press release -
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.”
[1] Source: Mintel Sports Nutrition 2019
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.
Müller is ranked at No.12 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 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.
