Müller helps c-stores in growing £700m milk drinks category

Müller Yogurt & Desserts has launched a new initiative for convenience retailers that will help them tap into the growing milk drinks category.

Milk Drinks are currently worth £700mannually (+11 per cent YOY) with 219m bottles sold every year in convenience stores. However, insights show that there are significant opportunities for retailers to increase the effectiveness of the category by making some simple changes and updates in store.

To help retailers tap into this opportunity by consistently stocking and displaying the right range in store, Müller, as part of its “Make Pots of Profit” advice toolkit, has created a new selection of shelf guides for retailers to use according to their store size.

Research shows that by ensuring all convenience stores that sell Ready To Drink (RTD) Milk Drinks also sell On The Go (OTG) Milkshakes, there is a £20m opportunity (per annum), a key reason for retailers to take advantage of the initiative.

Müller’s iconic milkshake, FRijj, is the second largest “Grab and Go” flavoured milk drink in convenience and growing; increasing its value share up from 7.6 per cent to 12 per cent in the last year, a key product and category leader for stores to have on their shelves.

Shoppers expect convenience stores to meet all their basic needs, including impulse purchases, on the go, and meal deals. This is something which Penny Williams, Senior Category Manager, Müller Yogurt & Desserts, sees as a huge opportunity for retailers to get right when it comes to Milk drinks.

“We know that core and consistency is absolutely key and, to win, retailers need to deliver on customer choice, conversion, loyalty, and value,” she said.

“Milk Drinks feature in several consumption occasions throughout the day, and the key to fuelling growth of the category is to embed the right products into these occasions. Using the planograms and guidance we’ve developed retailers can follow the advice and make their store a destination for the category and this could help increase their sales.”

‘Make Pots of Profit’ is an advice toolkit based on category data and shopper insight and focuses on a three-step plan to help retailers get the basics right and drive their category sales. Step one is ensuring that all shopper missions are covered by consistently having the right range of top performing brands. Step two is to meet consumer needs for different occasions at the right time. Finally, step three is to merchandise the category in the right wayto make it easy and exciting to shop.

Retailers are advised to visit Müller’s dedicated website hub at makepotsofprofit.co.ukto download the right Milk Drinks planogram for their store.