Müller Dairy is going back into the big pot yoghurt market next month after a seven-year absence from the fixture.
The dairy giant is launching Müllerlight as a 450g pot the first time it has sold any of its yoghurts in a big pot format since 2003.
Müller had moved out of big pots because of disappointing sales when the market was immature, the company said.
But the category was now in growth, and there was a defined fixture, said Jonathan Dee, interim marketing manager at Müller Dairy.
“People may be wary of shopping the big pot category because it doesn’t have the big brands in there that they were used to buying,” said Dee. He added that Müllerlight was a “massive brand” and would provide familiarity to shoppers. Müller was keen to drive big pot sales by encouraging breakfast-time consumption.
The big pots will roll out into stores from the beginning of October (rsp: £1.19 per 450g pot). They will initially be available only in vanilla and strawberry variants, but Müller will look to roll out other flavours over the next year.