Müller is taking its first steps into the kefir category with the launch of a new low-fat Smoothie range containing real fruit.
The dairy giant described Müller Kefir Smoothie as a “gut-friendly drink” that would grow the brand beyond its core yoghurt and dairy drinks offering, and aimed to capitalise in a 24% increase in value sales for kefir products over the past year [Nielsen 52 w/e 24 April].
Available in Raspberry & Pomegranate and Mango & Orange flavours, the drinks will go on sale in Tesco, Sainsbury’s and Spar in July, Asda in August, and Morrisons in October (rsp: £1.30/312ml bottle).
A multimillion-pound marketing campaign starring brand ambassador and world champion sprinter Dina Asher-Smith will support the launch. It includes a new TV ad, social media, PR, in-store promotions and product sampling.
“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,” said Müller strategy and marketing director Michael Inpong.
“It didn’t have broad appeal, and that’s the opportunity,” he added.
“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.
“Shoppers know that Müller products are guaranteed to taste great. So when you add a gut-friendly proposition and a multimillion-pound social and PR marketing campaign, then it is a product launch that the whole supply chain can be excited about.”