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Müller moves into kefir with the launch of new Smoothie range

Müller is taking its first steps into the kefir category with the launch of a new low-fat Smoothie range containing real fruit.

The dairy giant described Müller Kefir Smoothie as a “gut-friendly drink” that would grow the brand beyond its core yoghurt and dairy drinks offering, and aimed to capitalise in a 24% increase in value sales for kefir products over the past year [Nielsen 52 w/e 24 April].

Available in Raspberry & Pomegranate and Mango & Orange flavours, the drinks will go on sale in Tesco, Sainsbury’s and Spar in July, Asda in August, and Morrisons in October (rsp: £1.30/312ml bottle).

A multimillion-pound marketing campaign starring brand ambassador and world champion sprinter Dina Asher-Smith will support the launch. It includes a new TV ad, social media, PR, in-store promotions and product sampling.

Source: Jun 29 | Competitor News