Müller is looking to expand its presence in the rapidly growing Greek-style yoghurt market with the launch of a new Greek-themed sub-brand for Müller Light.
Müller Light Fruitopolis are pots of Greek-style plain yoghurt with a layer of fruit that - unlike most other yoghurts - is on top rather than at the bottom of the pot. They come in three variants - strawberry, cherry and peach & passionfruit - and go into Tesco on 16 June, priced at 75p for one and £2.49 for four.
Fruitopolis will be exclusive to Tesco for two weeks after launch, and then roll out to the other mults. Müller is backing the launch with a £6m campaign, including TV, consumer press, digital and socia media.
Müller marketing and R&D director Michael Inpong said Fruitopolis would offer consumers “a totally new and innovative way to enjoy the Greek-style yoghurt we know they love.”
Fruitopolis will sit alongside the existing Müller Light Greek Style range, launched in March 2012, which is now worth £46m, up 25.7% year on year [Nielsen MAT 52 w/e 26 April 2014].
“We believe the new range will build on the incredible popularity of the brand and attract new customers to Müller Light Greek Style who are looking for something completely different and delicious,” Inpong said. Fruitopolis was “a major launch” for Müller, “one we hope will inject excitement back into the category since we burst on to the scene in 2012,” he added.
The overall Greek-style yoghurt category is worth £276m, up from £216m a year ago [Kantar Worldpanel 52 w/e 27 April 2014].
Müller also offers Greek-style yoghurt under its Corner brand in the UK. In its German home market, the company sells a range of yoghurts with a fruit layer on top under the name Froop.