Müller makes first move into free-from with Lactose Free yoghurts

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Muller lactose free

Müller is to take its first foray into free-from with the launch of a lactose-free range of yoghurts this spring.

Müller Corner Lactose Free will go on sale in May in Asda and will be available in strawberry and red cherry flavours, with other retailers to follow. The products are set to retail in single-flavour four packs (rsp: £2.89).

The lactose-free launch cemented the brand’s intentions to “grow the category by attracting new shoppers and re-attracting lapsed buyers”, said a spokesman for Müller, and represented its latest piece of NPD - part of a plan to add £233m value to the yoghurt category by 2020.

Last week, Müller launched an Alpine-style quark yoghurt, on the back of research finding 30% of thick yogurt consumers left the category due to the taste [Kantar, 52 w/e 21 May 2017]. Asda secured the line of plain, vanilla and strawberry-flavoured products exclusively until September.

“We’re focused on building a vibrant future for the British dairy industry,” said Müller chief marketing officer Michael Inpong.

“We have increased our marketing spend by almost 25%, extended our successful partnership with British Athletics, and with Müller Quark Yogurt and Müller Corner Lactose Free, we will continue to strengthen our leadership in new and exciting parts of the category.”

It comes as Müller has also launched a UHT Frijj SKU targeted at the convenience channel last week, while the dairy giant also began rolling out Müller Corner Plain in Asda to replace Greek Style Corners, and cut added sugar from its Müllerlight Fruitopolis range entirely from January.

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