“In this case, we identified demand, and a unique growth opportunity to introduce an exciting and contemporary new gut health brand. “We have seen a natural move towards increased awareness and concern for health, which would explain the growth we are seeing in the digestive health yogurt segment,” said strategy and marketing director at Müller Yogurt & Desserts Michael Inpong. The new apps swaying consumer food choices
Containing live cultures, the yoghurts are also set to be a source of calcium and fibre. Müller said Gut Glory will be made from British-sourced milk which will be processed at its Market Drayton site. It claimed these criticisms had been backed up by shopper research, which found these particular attributes were putting off potential new entrants to the category. The dairy giant said the brand would carry an irreverent tone, as well as a contemporary and simple design, in a bid to offer a point of difference to current digestive health offerings it said were “too scientific or functional”. The big pots will come in salted caramel and strawberry variants, while the four-packs will be available in strawberry, rhubarb and peach & mango flavours.
The brand rolls into Asda from 23 August in both big pot (rsp: £1.80/450g) and multipack (rsp: £2.25/4x125g) variants.
Prompted by Müller’s own research into the gut health category, which found there had been 12% year-on-year value sales growth, the new Gut Glory brand would hit cues Müller suggested were currently absent from the market, it said. Müller has continued its move into gut health through the launch of its first standalone UK yoghurt brand. Gut Glory is set to be the first standalone brand launched by Müller in the UK
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