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: https://www.thegrocer.co.uk/dairy/muller-moves-into-kefir-with-launch-of-new-smoothie-range/657507.article