Majority-two shelves

Müller Yogurt & Desserts has launched a new initiative for convenience retailers to help them tap into the growing milk drinks category.

According to Circana data, milk drinks are currently worth £700M annually (+11% YOY) with 219m bottles sold every year in convenience stores. However, Müller believes that there are significant opportunities for retailers to increase the effectiveness of the category.

To help retailers make the most of this opportunity by consistently stocking and displaying the right range in store, Müller, as part of its ‘Make Pots of Profit’ advice toolkit, has created a new selection of shelf guides for retailers to use according to their store size.

The initiative launched at the National Convenience Show (Birmingham, NEC 29th April – 1st May 2024), and the campaign will also be supported with the dedicated website hub, trade advertising, trade PR, store drops, competitions, giveaways and much more. More information can be found at Make Pots of Profit.

Senior category manager of Müller Yogurt & Desserts Penny Williams said there is a huge opportunity for retailers with milk drinks. “We know that core and consistency is absolutely key and, to win, retailers need to deliver on customer choice, conversion, loyalty, and value.

“Milk Drinks feature in several consumption occasions throughout the day, and the key to fuelling growth of the category is to embed the right products into these occasions. Using the planograms and guidance we’ve developed retailers can follow the advice and make their store a destination for the category and this could help increase their sales.”