New plant-based range launched by Müller

Müller Yogurt & Desserts has launched its first plant-based range for the UK market.

Müller Corner Plant Based and Müller Rice Plant Based (available in single packs) will be available in Asda first before a wider roll-out later this year.

“With value sales up 8% year on year, we will capitalise on this growth by expanding and enhancing our range of products,” said Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts. “When we spoke to consumers it was clear that plant-based Müller favourites represented a real opportunity, as long as it maintains our trademark taste.

“Plant-based and dairy products have co-existed in shopping baskets and fridges for a long time, so making the nation’s favourite dairy brand accessible to more people is a really exciting and natural move.”

The brand also confirmed the return of a Müller Corner favourite from the past, in response to customer demand.

Müller Corner Mississippi Mud Pie Inspired is available now in Asda, with a wider rollout from September, in single packs.

Bevans added: “Müller Corner is an icon in the yogurt world and has been around in the UK for over 30 years. From footwear to photography, this is the age of nostalgia and we are surrounded by retro icons everywhere we look. So it is time to celebrate our iconic collection and bring back this favourite in its retro form.

“We are constantly asked on social media when will we bring back Mississippi Mud Pie, so we are confident in our approach.”

Both launches will be supported by a mixture of social media, PR, and out of home advertising.