Müller introduces new Kefir smoothie range

FMCG

Müller has launched its new Kefir smoothie range. 

The new drink will be available in Raspberry and Pomegranate or Mango and Orange flavours, both retailing at £1.30 per 312 ml bottle.  

The product will launch at Big 4 grocers Tesco, Sainsbury’s, and convenience store SPAR in August and will be available at Morrisons from October this year.  

The smoothie is made with real fruit, as well as being low in fat.  

“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,” Müller Yogurt and Dessert strategy and marketing director Michael Inpong said.  

READ MORE: Müller extends Lidl supply deal partnership

“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.” 

The marketing campaign for the Kefir smoothie release includes brand ambassador and world class sprinter Dina Ahser-Smith being on a TV advert, in-store promotions, product sampling and PR. 

“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,” Inpong concluded. 

FMCG

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