Müller Dairy is rolling out a new yoghurt brand targeted at school starters who do not want to be seen eating 'babyish' products from their lunchboxes.
Müller Stars is aimed at four to eight-year-olds to bridge the gap between Müller's Little Stars children's range and its adult ranges such as Müller Corner. The national launch follows a trial in selected stores last summer.
The range's 100% naturally sourced ingredients would reassure mums while the pack designs would appeal to children, said Müller.
Children aged four to eight didn't want products they saw as 'babyish', said Jonathan Dee, interimmarketing director. "Once children start school, the contents of their lunchbox start to matter more in terms of what is acceptable to be 'seen' eating."
A sponsorship deal with children's TV channel CiTV will be part of a £1m package to support the launch.
Müller Stars is aimed at four to eight-year-olds to bridge the gap between Müller's Little Stars children's range and its adult ranges such as Müller Corner. The national launch follows a trial in selected stores last summer.
The range's 100% naturally sourced ingredients would reassure mums while the pack designs would appeal to children, said Müller.
Children aged four to eight didn't want products they saw as 'babyish', said Jonathan Dee, interimmarketing director. "Once children start school, the contents of their lunchbox start to matter more in terms of what is acceptable to be 'seen' eating."
A sponsorship deal with children's TV channel CiTV will be part of a £1m package to support the launch.
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