Müller Milk & Ingredients is aiming to drive category growth in the branded milk sector with the launch of Good Stuff Barista Milk, the first mainstream dairy barista milk available in retailers.
After more than a year of product testing and development, the product is launching in Tesco and One Stop stores this week, with listings in other retailers from July onwards.
The milk, which will be sold in one-litre cartons and has an RRP of £2.10, is designed to enable consumers to make professional quality coffees at home. It can be frothed with any domestic frothing gadget, warmed and whisked or 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.
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.”
NAM Implications:
- Given the relatively low price of £2.10/lt…
- …adding frothy milk to home-brewed coffee will not significantly add to its cost.
- Therefore making the cost of hospitality coffee more expensive by comparison.
- i.e. choosing to make a frothy coffee at home seems a no-brainer.
- Watch this one go…
