Müller Milk & Ingredients has relaunched its branded filtered milk range under the new name of ‘Müller Good Stuff Fresher for Longer’.
Formerly saddled with a somewhat ungainly ‘Müller Milk Fresh. Longer. Why? Filtered’ label, the rebranded milk lasts up to seven days when opened, or for up to three weeks unopened.
Filtered milk currently represents the fastest-growing sector in the cow juice category, with a 46% increase in retail value sales since 2019. The Müller Milk brand has seen 30% volume growth year on year.
The relaunched milk is the first product to land from the company’s new branded milk range, Müller Good Stuff.
Redesigned packaging informs consumers that the product is fresh from one of Müller’s supplying farms in Britain. Shoppers are also informed that the bottle is 100% recyclable and contains at least 30% recycled material. ’High in protein’ and ‘100% natural – nothing added’ messages have also been incorporated, following consumer research.
Retailers currently stocking the product will see the new Good Stuff Fresher for Longer appear in fridges from this week, with a wider rollout planned from late summer 2023.
It will be available in two litre bottles in both whole and semi-skimmed, with an RSP of £2.60.
