Müller Yogurt & Desserts has joined hands with the leading online sports nutrition brand Myprotein to launch a 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.
The new Müller x Myprotein range has been carefully crafted to meet the needs of an active lifestyle and includes:
- High-Protein Yogurts: Available in 500g pots with no added sugar, offering 45g of protein in vanilla and 49g in natural flavour (RRP £3)
- Low-Fat Puddings: Indulgent yet healthy, these 200g pots come in chocolate and vanilla flavours, each containing 20g of protein (RRP £1.95)
- Low-Fat Mousse: Available in 200g pots with 20g of protein, in rich chocolate and salted caramel flavours (RRP £2.50)
Available from 11 September, this HFSS-compliant range will be supported by a robust in-store and digital activation campaign.
“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,” Richard Williams, chief executive of Müller Yogurt & Desserts, said.
“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 £600 million 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 per cent of overall sales.
“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,” Neil Mistry, chief executive of THG Nutrition, said.
"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.”
