Müller Yogurt & Desserts, the nation’s favourite dairy brand, and Myprotein, the leading online sports nutrition brand, have united to launch an exciting new range of high-protein yogurts and desserts.
With the chilled yogurt and potted desserts protein segment growing at four times the rate of the overall segment, this collaboration is set to tap into the potential for additional growth by bringing a unique solution to market. It aims to overcome existing shopper barriers within the protein segment and meets the surge in demand from health-conscious consumers for convenient, protein-rich products, driving category growth.
With an impressive lineup of innovative yogurt and dessert offerings, Müller and Myprotein are combining forces to introduce delicious options into the high-protein category.
Combining Müller’s heritage of exceptional taste with Myprotein’s expertise in sports nutrition, the new HFSS-compliant range has been carefully crafted to meet the needs of an active lifestyle.
The new Müller x Myprotein range includes High-Protein Yogurts, Low-Fat Puddings and Low-Fat Mousse. Available from 11 September in various retailers, this HFSS-compliant range will be supported by a robust in-store and digital activation campaign.
Richard Williams, CEO of Müller Yogurt & Desserts said: “The question we’ve been asking ourselves is how do we continue to optimise our health and nutrition range, while bringing something to the dairy aisle that is unique, appeals to expanding shopper needs, and drives further protein category growth.
“What we found is that existing and new protein yogurt shoppers have some concerns around taste, credibility in terms of sports nutrition, and many can be intimidated by brand positioning which focuses on elite sports.
“So, by expanding our range and bringing together Myprotein, who are the experts in sports nutrition with Müller’s reputation for outstanding taste, we are confident that we have found the perfect pairing for shoppers.”
The Müller partnership marks another milestone for Myprotein, which is owned by consumer brands group THG and reported global sales of more than £600m in 2023. Myprotein’s major partnerships worldwide include licensing deals with Iceland in the UK and Japan’s Itochu as the brand looks to build its in-store presence to 25% of overall sales.
Neil Mistry, CEO of THG Nutrition, said: “We are delighted to partner with Müller to bring a fresh and exciting range to the protein yoghurt and desserts category. This collaboration marks another important step in our commitment to making high-quality nutrition accessible to everyone, through our ready-to-eat offering, as well as our growing presence on shop shelves.
“Protein products are no longer reserved for elite athletes as a growing number of everyday active consumers embrace their benefits looking to make healthier choices. By broadening the appeal of protein products, we’re taking a significant step towards our goal of bringing accessible wellness and nutrition to the masses on a global scale.”
Vicky Morgan, Category Lead – Health at Müller Yogurt & Desserts, added: “Health and nutrition is a megatrend that is here to stay and with this unique collaboration, we have identified a perfect solution to drive further protein category growth. Muller and Myprotein is the perfect brand collaboration in the eyes of the consumers we have spoken to, we are excited to shake up the category.
“Our vision is to completely transform the CYPD health category. So whether that’s through the recent relaunch and repositioning of the Müller Light brand, the launch of products like Müller Rice Protein, or this collaboration, we are excited to maximise our range to ensure that the whole supply chain can benefit from the growth potential.”
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