Müller enters spreadable market

Müller, the UK’s seventh most picked FMCG brand, is set to boost the resurgent butter category with the launch of Müller Spreadable, its first ever branded spreadable in the UK.

Meeting its promise to introduce great tasting products in parts of the dairy aisle where the Müller brand doesn’t currently have a presence, the Official Spreadable of British Athletics is set to disrupt the current spreadable sector.

A major multimedia campaign including a new TV advert starring Nicole Scherzinger will go live in June 2018 underlining the significance of the launch.

In addition, as part of Müller’s status as Official Partner of British Athletics, the product will be supported by the first British Paralympian to win golds in two different sports since 1984, Kadeena Cox MBE, who is a Müller brand ambassador.

Müller Spreadable is made with 73% real churned butter, giving it a deliciously creamy taste. The dairy company believes it can drive consumption across all age ranges, but particularly families.

Launching exclusively in Tesco, consumers will be able to purchase six SKUs. The new Müller Spreadable will be available in slightly salted and unsalted in 400g (RRP £3.00) and 250g (RRP £2.00). In addition, consumers in Tesco will also be able to purchase salted and unsalted Müller Butter (block) in 250g (RRP £2.00).