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Müller resurrects ‘luxurious’ Amore brand

Müller is set to relaunch its Amore sub-brand almost three years since it was last seen – this time as an Italian-style range within the Müller Light portfolio.

The first three SKUs in the Müller Light Amore range will be Hazelnut, Morello Cherry and Lemon flavours (rsp
: £1/130g), rolling out in Asda and Morrisons in March.

Amore’s previous incarnation was a full-fat range of “creamy and luxurious” yoghurts, which disappeared in the summer of 2016. Its new range offers the same indulgent texture but is also fat free and high in protein, said a spokesman.

The relaunch came after Müller’s research found consumers of Müller Light were reluctant to buy into the luxury yogurt category due to concerns over sugar and fat content. The new Amore range on average contains 6.2g per 130g pot, compared with 16.2g per 120g pot in its former iteration.

The lineup is currently being produced in Austria, though Müller said it would look to bring production to the UK if the launch proved successful.

“We’ve worked really hard to identify the right opportunity for Müller Light shoppers in this segment. Müller Light Amore is fat free and high in protein. This is the type of innovation that our customers and consumers can expect from the number one brand in the category.”

Michael Inpong. Chief Marketing Officer

The launch is part of Müller’s UK investment of more than £400m over the next three years, to develop, manufacture and market a “new generation” of branded and own-label dairy products.

Source: https://www.thegrocer.co.uk/new-product-development/muller-resurrects-luxurious-amore-brand/590620.article Feb 26 | Competitor News