Muller: Launching a Flavoured Milk Range

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Muller has launched a flavoured milk range | Muller Launches Flavoured Milk Range German dairy giant Muller has revealed plans to move into the flavoured milk channel in the UK with the launch of three Muller Milk products. The company said the range, which will be packaged in resealable 400ml bottles, will come in chocolate, strawberry and vanilla flavours.

This is the first time Muller has had a presence in the chilled flavoured milk category in the UK, “despite Mullermilch being the brand leader in the equivalent ‘milk-mix’ category in Germany where it accounts for just over half of category sales,” the company said. Muller said the move was part of plans to extend into another section of the dairy cabinet and is aligned with its strategy of tapping into the snacking market. It plans to capture snacking and impulse sales in the convenience and forecourt trading channels and from mums buying for children at grocery retailers. Consumers associate Muller with great taste and variety, and it’s a brand which they trust. For all of these reasons we believe the arrival of Muller in the chilled flavoured milk fixture will bring incremental growth by attracting new consumers to this developing category,” marketing director Lee Rolston said. “In consumer research Muller Milk certainly got the thumbs up from the two key groups who purchase flavoured milk: young men who purchase on impulse for snacking and consumption on the hoof; and mums purchasing for children as an alternative to other soft drinks. The company said the UK launch also follows the range’s recent roll-out across Eastern Europe.

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Muller Dairy moves into the chilled flavoured milk market 2 August 2011 Muller Dairy, the brand leader in the Chilled Yogurt and Pot Desserts category, is bringing the respected and trusted Muller brand name to the burgeoning ? 9 million chilled flavoured milk drinks category with the summer launch of a trio of Muller Milk lines. Packaged in re-sealable 400ml PET bottles with an RRP* of ? 1. 09, the Chocolate, Strawberry and Vanilla Muller Milk drink flavours are being seeded into British supermarkets and convenience stores from August. The bottles are packaged in shelf-ready trays of 12, and feature the new blue iconic Muller ‘Masterbrand’ livery being introduced across Muller’s core range – Corner, Mullerlight and Muller Rice – at the same time.

As well as extending Muller’s reach into another section of the dairy chiller cabinet the move is also aligned with the dairy company’s strategy of tapping into the snacking market opportunity. It is the first time Muller has had a presence in the chilled flavoured milk category in the UK, despite Mullermilch being the brand leader in the equivalent ‘milk-mix’ category in Germany where it accounts for just over half of category sales. 3  Muller Milk’s arrival in the UK follows the recent roll-out in Eastern Europe for the brand which was first launched in Germany in 1983 and now sells 120 million bottles a year.

Muller Milk – which delivers “Dairy goodness with the deliciously irresistible taste you love from Muller” – is aimed at capturing snacking and impulse sales in the impulse, convenience and forecourt trading channels and from mums purchasing for children in multiple grocers. With Chocolate and Strawberry, Muller Dairy is offering the two favourite chilled milk drink flavours – Chocolate, Strawberry and Banana account for 75% of chilled flavoured milk sales2 – while Vanilla aims to broaden the range of flavours currently available.

Lee Rolston, Marketing Director at Muller Dairy, says:  “Muller yogurts are purchased by more consumers than any other yogurt brand5 and the popularity of the brand makes the expansion into chilled flavoured milks a natural and fitting development for the Muller portfolio. “Muller Milk offers the goodness of dairy with the delicious taste consumers have come to love from Muller. Consumers associate Muller with great taste and variety, and it’s a brand which they trust.

For all of these reasons we believe the arrival of Muller in the chilled flavoured milk fixture will bring incremental growth by attracting new consumers to this developing category. ” “In consumer research Muller Milk certainly got the thumbs up from the two key groups who purchase flavoured milk: young men who purchase on impulse for snacking and consumption on the hoof; and mums purchasing for children as an alternative to other soft drinks. ” Flavored milk is a sweetened dairy drink made with milk, sugar, colorings and artificial or natural flavorings. Flavored milk is often pasteurized using ultra-high-temperature (UHT) treatment, which gives it a longer shelf-life than plain milk. Pre-mixed flavored milk is sold in the refrigerated dairy case alongside other milk products. Flavored sweetened powders or syrups which are added to plain milk are also available

Flavored milk is milk that has sugar, colorings and (mostly inexpensive artificial) flavorings added to make it more appetizing, especially to children. It can be sold as a powder to be added to plain milk, or bought pre-mixed alongside other milk products. Flavoring can be included in a straw, and some flavored milk products are designed as dietary supplements by including additional vitamins or minerals. When adults consume flavored milk, it tends to be either chocolate milk, or homemade flavored milk with all-natural ingredients. Bottled spiced (masala) milk is a popular beverage in the Indian subcontinent.

Other companies provide flavored beverages in the United Kingdom, which sells packaged beverages to the mobile vendor market. Australia has the highest consumption rate of flavored milk in the world, standing at 9. 5 liters per capita in 2004. Homemade flavored milk is consumed in Latin America. Thin milkshakes Healthier versions are produced using real fruit, such as pureeing bananas, strawberries, and mangoes into the milk. Although thicker than traditional flavored milk, they are much healthier because they require less sugar to be added. The sugar that would normally need to be added is found in the fruit.

Flavors The most common flavor for flavored milk is chocolate, which is achieved with cocoa powder. A variant of chocolate flavored milk are candy-bar themed drinks, which claim to mimic the flavors of popular candy bars. Other common flavors for flavored milk include strawberry, banana, and vanilla. Less commonly, other flavors are available, such as cookies ‘n cream, lime, malt, mango, papaya, root beer, tropical fruits, coffee, and vanilla creme. With the exception of chocolate milk, many of these flavors are artificial. Controversy and criticism

Jamie Oliver, host of Jamie Oliver’s Food Revolution, brought attention in the United States to public schools that serve flavored milk in the school cafeterias. Flavored milk advocates claim that many children will avoid the nutrition found in milk unless it has been flavored, with the benefits of milk outweighed by a few teaspoons of sugar. Opponents note that with rising levels of obesity and heart disease, flavored milk should be removed from schools and children should be taught to drink regular milk. Coffee beverage imparts refreshing and stimulating effect and is extremely popular throughout the world.

Almost entire consumption of coffee is in the form of beverages, with or without milk or cream, chilled or hot. Though the consumption of coffee is increasing dayby- day in the country, no attempt has so far been made to commercialize aready-to serve coffee beverage on a large scale except limited efforts made by a few co-operative milk marketing societies in some States. The nonavailability of the cost of manufacture of this product appears to be one of the main reasons that the food industry has not taken up its production in organized way.

This profile highlights the cost of manufacture for ready to serve coffee flavoured milk drink. The availability of coffee flavoured milk in the market compared to its potential demand, is very small in volume. As the nutritional awareness has caught on among the consumers, the demand for such drinks is increasing. It is equally liked by all irrespective of age. It could register good sale at airports, bus stops, railway stations, restaurants, hotels, picnic spots, college canteens, etc. Hence the availability of market would not be a big challenge for such nutritional products.

This indicates that heavy discounting was a feature of the market during this time, but seems to have reduced as a practice in 2010 as the economic situation has stabilised. One sector of the industry which has defied the recession is that featuring energy drinks. The sector has grown a considerable amount in the last 5 years — and was worth approximately ? 0. 55bn in 2010. The sector’s success was once thought to be a temporary fashion; however, it has now established itself as a lucrative, permanent sector. Like all industries in the drinks trade, the market is dominated by brands owned by multinational firms such as PepsiCo and Coca Cola.

These companies invest heavily in product development, and this ensures that the market is constantly evolving. New flavours are continually being introduced to the market, as are new combinations and product concepts. One potential problem for the market is the ever-increasing buying power of the leading supermarkets. The supply contracts for these multiple retailers are key for producers and traders, and supermarkets are able to squeeze their profit margins. Further to this, manufacturers must discount products heavily if there has been poor weather resulting in slow sales throughout the summer.

Looking to the future, the market will experience a relatively stable period over the next 5 years. Year-on-year growth is predicted, with the rate of growth forecast to increase in 2012 for the London Olympic Games. In 2015, the market is forecast to be worth a total of ? 5. 33bn, with fruit juices remaining the largest sector in the industry. However, the sports and energy drinks sector will continue to increase its overall market share. Executive Summary – Milk & Dairy Products – Imp This Key Note Market Report examines the milk and dairy industry in the UK.

It estimates that the market grew by 3. 9% in 2011, after a period of subdued growth in 2010. As one of the most fundamental food and drink industries, the milk and dairy market in the UK is extremely robust. However, it has not been immune to the economic crisis and factors affecting the industry. Market saturation, price wars between retailers, fierce competition and the rise of own-label goods means that manufacturers are operating in a difficult environment. Juggling these factors has not been easy, though manufacturers have proven resilient overall by adapting to the environment.

Key Note divides the milk and dairy industry into five principle categories: liquid milk; cheese; yoghurts, yoghurts drinks and chilled desserts; yellow fats (butter and spreads); and cream. These can all be further subdivided into segments including flavoured milk, territorial cheeses and fat-free yoghurts. Liquid milk accounts for roughly 34. 5% of the industry, even though its value declined in 2011. Spreads and yoghurts are the fastest growing categories, driven by a strong demand for both healthier variations and flavour innovation.

Market consolidation has been a key trend in the milk and dairy industry in the UK. Both big and small players are merging to create stronger forces, better able to cope with market and economic conditions. Acquisitions and closures have further intensified the phenomenon. Manufacturers are additionally using innovation to make their products stand out on retail shelves. The preeminent trends in the market in 2011 were the rise of Greek-style yoghurts, the growing importance of non-dairy products, the introduction of healthier variants and flavour innovation.

These trends are being driven by consumer demand for premium products. Although consumers are being forced to cut back on their spending and prowl for bargains, as a result of the economic crisis, they still want to treat themselves to affordable luxuries that are good for them. In turn, this demand is what has increased manufacturers’ value sales and contributed to their resilience, in spite of the strain they are under. Furthermore, manufacturers are capitalising on events and holidays, as well as the recent surge in patriotism, by launching limited editions and themed products.

In spite of continued cut-throat competition, which is likely to result in further market consolidation in the milk and dairy industry, Key Note expects that the market will grow by 16. 6% over the next 5 years, with steady growth of around 4% expected between 2012 and 2016. A combination of demand, innovation and the introduction of value-added products, supported by dynamic interactive campaigns, will secure the future of the industry in the UK. Description of product: Flavoured milk in different variants like chocolate,strawberry, mango etc.

USPs: Fat free, less sugar, no artificial preservatives/ colorants, easy to carry,attractive packaging and affordable price Advantages – Parents can be influenced and educated on benefits of giving them ‘fat free flavored milk ’from an early age Parents with their busy lifestyles could prefer this option Attractive packaging, communication can create pester power Parents are young and would want a combination of old and new.

There are certain product like Amul basundi , gulab jamoon , choclates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media viz cable channels and newspapers . Sponsoring shows in TV, sports events can be of great help.The consumption of cheese in India is more then 70% on daily basis in the age group of 9-40years.

People are getting more conscious about what they are eating There’s demand of low calorie and low fat products New product-slimy cheese: New product-slimy cheese Cheese with low calorie Cheese with low fatty acids. Cheese with low content of salts. Change in the way cheese is processed. Flavoured milk The flavoured milk market is one of the fastest growing dairy sectors. There are a wide variety of flavours and consistencies to cater for all ages and tastes with a choice of long-life (i. e. Ultra Heat Treated or sterilised) or fresh flavoured milk.

Most flavoured milk products are produced using reduced fat milk varieties and usually have a fat content of around 1%. The most popular flavours are chocolate, strawberry and banana however more sophisticated flavours such as peach, mocha or products made with real Belgian and Swiss chocolate have been developed for the more adult market. In comparison with plain milks, flavoured milks tend to have slightly higher sugar content, however studies have suggested that they are still a favourable option for children and teenagers as they provide a wide range of beneficial nutrients.

One study has shown that children consuming flavoured milk are not actually likely to have higher sugar or energy intakes as children consuming flavoured milk would likely, consume fewer less healthy sweetened drinks. Flavoured milk is also less likely to cause damage to teeth than sugary foods and drinks. Interestingly recent studies have suggested that chocolate flavoured milk can be used as an effective recovery aid after intense bouts of exercise.

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