Welcome to an era of surging demand for plant-based alternatives as traditional dairy brands, like Müller, take heed and democratize their offerings. The beloved dairy brand has boldly stepped into the vegan market by creating plant-based versions of two of its most popular products, corner yoghurts and rice puddings. This evolution marks Müller’s commitment to meet growing consumer demand for vegan alternatives, broadening the accessibility of the nation’s favourite dairy brand for shoppers with diverse dietary preferences.
The new yoghurts and puddings, made with a coconut alternative as the primary ingredient, provide a delicious and creamy dairy-free treat with the trademark Müller taste that fans know and love. They have launched two flavours of plant-based corner yoghurts, Strawberry & Pomegranate and Vanilla Chocolate Maxi Balls, along with two vegan rice puddings in vanilla and chocolate varieties. “When we spoke to consumers, it was clear that plant-based Müller favourites represented a real opportunity, as long as it maintains our trademark taste,” shared Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts.
This plant-based product launch is not a transient trend but a reflection of the significant demand for dairy-free alternatives. The global vegan yoghurt market has soared in recent years, valued at USD $1.2 billion in 2021 and projected to skyrocket to $9.58 billion by 2030. This massive shift can be partially attributed to the younger generation’s growing affinity for plant-based milks and foods.
The trend is backed by a recent study revealing nearly half of Generation Z felt a certain level of shame surrounding dairy consumption, with more than half committed to giving dairy products up within a year. Therefore, Müller’s vegan offering could play a critical role in retaining this demographic. With their plant-based debut, the popular brand joins a growing list of mainstream and vegan brands offering various plant-based yoghurt alternatives, including Benecol, Petits Filous, Danone, Alpro, Nush, and Oatly.
However, it is important to acknowledge that while there is a surge in plant-based diets, dairy consumption overall remains strong. Figures showed that in 2020, 98.5% of UK households still purchased milk, and cheese demand is also increasing, with 71% of consumers buying cheddar in the last three months of 2022.
“The long-term success of Müller is founded on listening to our consumers and, as a result, making great tasting products which add taste to life,” said a spokesperson for Müller, referring to the brand’s sweeping foray into the vegan format. The company expects to expand both their product offering and availability in other countries in due time.
Initially, Müller’s plant-based products will be launched at Asda and will cost £1.25, further extending the reach of the brand. It’s an exciting time to witness traditional dairy brands such as Müller adapt and thrive in the evolving dietary landscape, and it seems there are promising developments expected on the horizon.
