Müller targets category growth with Good Stuff Barista Milk
Müller Milk & Ingredients plans to drive category growth in the branded milk sector with the launch of Müller Good Stuff Barista Milk, the first mainstream dairy barista milk available in retailers.
By introducing Müller Good Stuff Barista Milk, the business plans to shake up the dairy aisle and give coffee-lovers the opportunity to make professional quality coffees at home.
After more than a year of product testing and development, Müller Good Stuff Barista Milk will launch in Tesco and One Stop stores from Monday 26 June, with other retailers listing the product from July onwards.
The milk, which will be sold in one litre cartons and has an RRP of £2.10, is designed to be perfect with coffee. It can be frothed with any domestic frothing gadget, warmed and whisked or even added cold.
Müller Milk & Ingredients carried out independent blind tasting trials* with more than 100 participants. Respondents preferred coffee made with Müller Good Stuff Barista Milk, and feedback included the quality of lattes is “more like a coffee you’d drink in a coffee shop” due to the taste and froth.
The subtle caramel notes of Müller Good Stuff Barista Milk complement the taste of coffee, while the perfect fat content creates a velvety mouthfeel.
The addition of extra protein to the milk creates a froth with tighter and smaller bubbles which last longer, and is ideal for the creation of latte art.
As with all Müller milk products, the Müller Good Stuff Barista Milk is made from British milk, with 100% natural ingredients, and sold in 100% recyclable packaging.
Following a roll-out of the product to retailers, this autumn will see a supporting marketing campaign across out of home, digital, and radio.
Having introduced Müller Good Stuff Fresher for Longer earlier this month, the new product represents the latest launch in the new Müller Good Stuff range.
Helen Priestley, Marketing and Category Director for Müller Milk & Ingredients, said: “We are proud to be launching Müller Good Stuff Barista Milk and making it easier to make delicious frothy coffees at home. Müller is a much-loved and well-trusted brand in the dairy category, so there is a growth opportunity to leverage these strong brand credentials and expand into new areas, helping us to build a better dairy future.
“Sourcing and sustainability are becoming increasingly important for our customers and consumers and that’s why we’re reinforcing the British milk and natural ingredients messaging on our fully recyclable packaging. The carton will also carry a QR code for consumers to scan and find out more about Müller’s sustainability plans as well as more information on Müller Good Stuff Barista Milk.
“Last year was a fantastic year for Müller branded milk, and we can’t wait to share our Müller Good Stuff products with customers and consumers.”
*in January 2022