Müllerlight Fruitopolis - Strawberry: acid test

Download the full report

Who: Müller Dairies (UK)

What: Müllerlight Fruitopolis yoghurt

Where: Chilled aisle

When: Launched June 2014

How much: Rsp: 75p/single and £2.49/four-pack

Why: With Greek-style yoghurts filling chiller cabinets, a key challenge for suppliers is finding a way to stand out from the crowd. For Müller, this has resulted in launches such as whipped Greek-style Bliss and new Müllerlight sub-brand Fruitopolis. The pots of Fruitopolis Greek-style plain yoghurt feature a layer of fruit that - unlike most yoghurts - is on top rather than at the bottom of the pot. They come in three variants: strawberry, cherry and peach & passionfruit.

Consumer verdict: The Müller brand was key to good pre-trial interest, while the striking pack design prompted three-quarters of testers to claim they would notice the product in the chiller cabinet. During tasting, the “rich, creamy” texture and “summery” taste drew praise. Although some respondents were concerned about the sugar content, Fruitopolis scored a maximum rating for ‘innovation and relevance,’ and the overall score was five points higher than the category norm.

Pre-trial purchase: 58%

Post-trial purchase: 77%

Better than what’s out there: 73%

New and different: 57%

Overall score: 47/50

What is Fast Foodfax?

It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information.

Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards. 

Tel. 01223 492 050 Email: Info@CambridgeMR.com