Müller has added two new mascarpone-style yoghurts to its luxury Bliss range as it seeks to tap into the trend for ‘permissible indulgence’.
Made in Shropshire with British milk, the cherry and peach & apricot (rsp: £2.89/4x110g) yoghurts are said to contain creamy-tasting yoghurt with a real fruit layer.
The duo will be rolled out into Asda from 21 October and then Morrisons a week later.
“Italy is the home of luxurious foods, enticing flavours and quality ingredients, so it’s a natural starting point to look for inspiration when creating a luxury yogurt,” said Michael Inpong, chief marketing officer at Müller.
“Taste is by far the most important factor when choosing yoghurts and we know that people are looking for some permissible indulgence every now and again. So, innovation in this area is vital.”
Over the past year, the branded luxury category has seen a boost in value sales of 2.1% to £91.4m, with volumes growing 6.6% to 30.6 million packs [Kantar 52 w/e 19 May 2019].
Alongside the new mascarpone-style SKUs, Müller will also be launching a mango-flavoured fat-free version of its quark yoghurt into Asda from 21 October (rsp: £1/150g).
It comes a fortnight after Müller’s UK & Ireland business posted an annual operating loss of £17.3m on the back of challenging conditions in the liquid milk category.
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