Müller has unveiled White Velvet, a new plain Greek-style yogurt designed to disrupt the current plain yogurt sector.
The new product will be on shelves in a 450g big pot format, with an RSP of £1.60, from September 25. A fat-free variant, White Velvet Light, will also be available in 450g big pots.
Müller said White Velvet performed strongly in market research, with consumers “loving the taste, thickness and creaminess”.
To support the launch, Müller is investing in a major multimedia campaign, which includes a new TV advert starring Nicole Scherzinger, that will go live in November.
Müller has already announced that it has extended its partnership with British Athletics until the end of 2019. With the plain sector expected to blossom, the dairy company hopes White Velvet will help grow the category.
Michael Inpong, Chief Marketing Officer at Müller, said: “By taking plain yogurt, making it deliciously smooth, thick and creamy, we’re revolutionising the sector Müller-style.
“Our goal is to make plain yogurt more relevant throughout the day, and to attract new shoppers who trust us to deliver exceptional taste.”
