Müller taps into UK plant-based market with Müller Corner and Rice alternatives

UK – German dairy brand Müller has expanded its most popular products corner yoghurts and rice pudding portfolios in the UK by launching plant-based versions of the two.

Described as “delicious and creamy”, the corner yoghurts feature a portion of coconut-based yoghurt with a separate add-in, with either strawberry and pomegranate puree or crunchy chocolate balls.

The rice pudding is also coconut-based and comes in vanilla and chocolate flavours.

The launch comes against a backdrop of declining interest in vegan and plant-based alternatives in the UK.

This is the first time Müller has ever launched plant-based products in the UK which will initially launch at Asda, before rolling out at other retailers later in the year.

“When we spoke to consumers it was clear that plant-based Müller favourites represented a real opportunity, as long as it maintains our trademark taste,” said Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts.

“Plant-based and dairy products have co-existed in shopping baskets and fridges for a long time, so making the nation’s favourite dairy brand accessible to more people is a really exciting and natural move.”

However, the company does offer a dairy-free range in its home country of Germany, including rice desserts and oat milk. Müller has also previously invested in other plant-based brands, such as Yofix Probiotics.

Last month, vegan firm Meatless Farm let its 50-strong workforce go amid a slump in demand for such products.

While Müller is a popular brand in the UK, some consumers such as ethical vegans may prefer not to purchase the new products.

According to recent AHDB research, consumer appetite for vegan products fell short during this year’s ‘Veganuary’, in January.

Analysis showed that over a million fewer households bought meat-free products compared to January 2022, and 280,000 fewer households bought dairy-free.

“Plant-based and dairy products have co-existed in shopping baskets and fridges for a long time, so making the nation’s favourite dairy brand accessible to more people is a really exciting and natural move.”

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