Müller is targeting the convenience channel with the launch of two on-the-go snacking yoghurt variants with disposable spoons.
Müller Corner strawberry (rsp: 90p/150g) and Müller Light Goodies lemon (rsp: 90p/107g) will be available from Boots from 24 June with a spoon under the lid.
It follows research by the brand that suggested 64% of people have purchased a yoghurt or potted dessert while out or at work. This was the third most popular food item after sandwiches (91%), and meal deals (69%).
“Our approach is to give customers what they want, and we know there is a real demand for yoghurt to be eaten on the go,” said Bill Mathieson, commercial director at Müller Yoghurt & Desserts.
“In today’s time-poor society, we all somehow have less time to sit down and eat. On-the-go snacking is massive, but it’s not something that the category has nailed yet. If we’re going to unlock category growth, it’s vital we listen to our customers and consumers.”
The brand has also unveiled a 120g split pot Oreo cookie pieces and strawberry flavoured yoghurt, to join the vanilla variant launched in the UK in June 2016. The four-pack was launched in Tesco stores on 4 June and in Asda on 12 June (rsp: £2.89). Müller said it hoped the product would “inject further excitement” into the range.
Both launches will contribute to Müller’s category vision, which suggested there was potential for £233m category growth by 2020.
The brand expanded its Müller Light and Corner ranges in March to try and reach this target, alongside its first branded shareable dessert for sub-brand Püd, launched in April.
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