Müller seeks to boost health credentials with launch of Gut Glory yoghurt brand
Müller has continued its move into gut health through the launch of its first standalone UK yoghurt brand.
Prompted by Müller’s own research into the gut health category, which found there had been 12% year-on-year value sales growth [Nielsen MAT June], the new Gut Glory brand would hit cues Müller suggested were currently absent from the market, it said.
The brand rolls into Asda from 23 August in both big pot (rsp: £1.80/450g) and multipack (rsp: £2.25/4x125g) variants. The big pots will come in salted caramel and strawberry variants, while the four-packs will be available in strawberry, rhubarb and peach & mango flavours.
The dairy giant said the brand would carry an irreverent tone, as well as a contemporary and simple design, in a bid to offer a point of difference to current digestive health offerings it said were “too scientific or functional”.
It claimed these criticisms had been backed up by shopper research, which found these particular attributes were putting off potential new entrants to the category.Source: https://www.thegrocer.co.uk/dairy/muller-seeks-to-boost-health-credentials-with-launch-of-gut-glory-yoghurt-brand/659015.article