Müller has re-launched its branded filtered milk range in a bid to help shoppers reduce food waste.
Formerly known as ‘Müller Milk Fresh. Longer. Why? Filtered’, the rebranded Müller Good Stuff Fresher for Longer lasts up to seven days when opened, or up to three weeks when unopened.
This comes as climate action NGO Wrap estimates around 490 million pints of milk are wasted in UK homes each year, with customers storing milk past the expiration date without consuming it listed as one of the main causes of wastage.
The two litre bottles in whole and semi-skimmed milk are 100% recyclable and contain at least 30% recycled material.
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The dairy brand’s re-branded product will be launching from this week, with a wider rollout planned from late summer.
“Following a very successful relaunch of Müller branded milk last year, and with more exciting Müller Good Stuff new product development to come later this year, we’re eager for customers and consumers to see this new Fresher for Longer brand,” Müller marketing and category director Helen Priestley said.
“We know that shoppers are increasingly mindful of their food waste, while also facing into increased costs of living, so we’re confident and excited in this relaunch.”
According to Müller, filtered milk currently represents the fastest-growing sector in milk, with a 46% increase in retail value sales since 2019, while the brand itself has seen 30% volume growth year on year.
