Müller is ditching its original yoghurt drink from the Little Stars range and replacing it with two high-fruit yoghurt smoothies in a £6m shake up.
The yoghurt smoothies range contains 20% fruit - compared with 6% in the original yoghurt drink - and 10 times more than leading children's yoghurt drinks, claimed Müller. It will be available in two variants, strawberry and apple & blackcurrant, priced £1.58 for a four-pack.
Smoothies have been encroaching on sales of kids' yoghurt drinks in recent years with the sector struggling to maintain sales. However, Chris McDonough, UK marketing and R&D director, said the newcomer could "turn around the decline" and capture a 3% share of the total £250.6m children's sector in its first year [IRI 52 w/e 26 January, 2008].
The yoghurt smoothies launch, which will be supported with TV ads this spring, showcases new packaging set to be rolled out across the entire range next month.