Müller is set to test the size of the burgeoning yogurt drinks sector by throwing its number one pot yogurt brand Müllerlight into the fray.
Available from early next month, the new Müllerlight yogurt drink will receive TV and press advertising support from the end of September in a bid to give it the edge over rivals.
Unlike its pot yogurt counterpart, the Müllerlight drink contains added vitamins and stomach-friendly bacteria to make it a pro-biotic drink. It contains 95 calories and 0.2g of fat per bottle.
It will come in two flavours - strawberry and raspberry & cranberry - retailing at £1.99 for a multipack of four 200g bottles.
Müllerlight will be joining an already crowded fixture. Only last month Danone announced it was introducing a Shape branded yogurt drink, which will join Yoplait’s Yop and Nestlé’s Ski Stopgap, in the battle for sales. Müller itself launched its first tall yogurt drink, Fröot, in June.
Müller also has functional yogurt drink Vitality, which goes head-to-head with the likes of Danone Actimel, Benecol and Yakult. The Grocer last week revealed that Unilever’s Flora Pro-activ would also be joining the pack.
A spokeswoman for Müller said the Müllerlight yogurt drink would target health-conscious consumers looking for a healthy snack. Fröot was aimed at families and more indulgence-seeking consumers and Vitality was for those looking to boost their immune systems.
Müller UK general manager Andrew Harrison said: “The Müllerlight brand can now be enjoyed on-the-go and gives consumers a healthy snack option at work, at home and even when shopping.
“It is essential that we produce tasty products that interact with people’s hectic lifestyles,” Harrison added.
Sean McAllister

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