Müller has launched its first plant-based range in the UK and it looks to expand its portfolio to meet growing consumer demands.
Launching as single packs in Asda from this week, the plant-based offerings include Müller Corner Strawberry and Pomegranate, and Müller Rice Vanilla, both of which are made with coconut.
Müller strategy and marketing director, Toby Bevans, said: “When we spoke to consumers it was clear that plant-based Müller favourites represented a real opportunity, as long as it maintains our trademark taste.
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“Plant-based and dairy products have co-existed in shopping baskets and fridges for a long time, so making the nation’s favourite dairy brand accessible to more people is a really exciting and natural move.”
As well as the launch of the plant-based range, the dairy brand is also bringing back its Müller Corner Mississippi Mud Pie in the Big 4 grocer, with wider rollout from September.
Both launches will be supported by social media, PR and out of home advertising.
Bevans added: “We are constantly asked on social media when will we bring back Mississippi Mud Pie, so we are confident in our approach.”
