The Müller Kefir Smoothie Comes in Two Flavor Options
Michael Hemsworth — July 1, 2021 — Marketing
References: muellermilch.de & foodbev
The Müller Kefir Smoothie is a new product being launched by the brand in the UK that will offer consumers with a flavorful snack that will also help contribute to good gut health. The drink comes in two flavor options including Mango & Orange and Raspberry & Pomegranate, which are both low in fat and come packaged in bottles that are easy to take out of the house. The drinks will launch at Tesco, Sainsbury's and Spar in July before rolling out to Asda in August and Morrisons in October.
Strategy and Marketing Director at Müller yogurt & Desserts Michael Inpong spoke on the new Müller Kefir Smoothie saying, "When we looked closely at the flavoured milks market, we noticed that kefir was healthy, convenient and in growth, but the choice and flavours were limited. It didn’t have broad appeal, and that’s the opportunity. As we look to grow our brand into other parts of the category, we believe we have found a sweet spot to unlock interest from consumers who perhaps haven’t tried kefir before.”
Strategy and Marketing Director at Müller yogurt & Desserts Michael Inpong spoke on the new Müller Kefir Smoothie saying, "When we looked closely at the flavoured milks market, we noticed that kefir was healthy, convenient and in growth, but the choice and flavours were limited. It didn’t have broad appeal, and that’s the opportunity. As we look to grow our brand into other parts of the category, we believe we have found a sweet spot to unlock interest from consumers who perhaps haven’t tried kefir before.”
Trend Themes
1. Gut-health Drinks - The launch of the Müller Kefir Smoothie highlights the growing trend towards functional drinks that promote gut health.
2. Flavored Kefir - The limited flavor options for kefir represent a market opportunity for companies to develop new and innovative flavor combinations.
3. On-the-go Snacking - The convenient, grab-and-go packaging of the Müller Kefir Smoothie taps into a growing demand for snacking options that can be consumed on-the-go.
Industry Implications
1. Functional Foods - Companies that focus on developing functional foods and drinks can capitalize on the growing demand for products that offer health benefits and convenience.
2. Beverage Industry - The beverage industry has an opportunity to innovate and expand the kefir market by introducing new flavors and products that appeal to a wider audience.
3. Convenience Stores - Convenience stores and other retail outlets can benefit from the demand for on-the-go snacking options by offering products like the Müller Kefir Smoothie that combine convenience with health benefits.
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