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February 3, 2021

Dairy giant Muller to launch vegan range

The Germany-based dairy major, one of the largest milk processors in Europe, is to enter the vegan market in its home country.

By Dean Best

Germany-based dairy major Unternehmensgruppe Theo Müller, one of the largest milk processors in Europe, is to enter the vegan market in its home country.

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Müller is rolling out vegan desserts and on-the-go drinks next month.

The company has developed a range of four Müller Vegan Rice products, with coconut as their principal ingredient. Four beverages are also being launched, centred on oats.

A spokesperson for Müller said: “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. Dairy and plant-based products co-exist in our consumers shopping baskets and in their fridges and we are pleased to expand the Müller brand into a vegan format in Germany. We are, of course, ambitious in this area and we hope to expand both our offering and availability in other countries in due course.”

The 180g desserts have a recommended price tag of EUR0.99 (US$1.19), while the drinks, available in 400ml pack sizes, are suggested to be sold for EUR1.49bn.

Last year, Müller invested in Yofix Probiotics, the Israel-based dairy-free yogurt start-up.

just-food archive, October 2020: How Yofix is prioritising clean label for plant-based dairy

just-food's free-to-read guide: Plant-based priorities – dairy companies also in dairy-free

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
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