Müller Yogurt & Desserts has launched ‘Make Pots of Profit’, a new initiative to help convenience retailers drive milk drinks sales.

The supplier has launched a new website to help retailers tap into the growing category, with milk drinks currently worth £700m and growing by 11% year on year.

It consists of a three-step plan based on category data and shopper insight to help stores get the basics right, that consists of stocking the right range of products at the right time and merchandise them in the right way. Retailers can also download a milk drinks planogram from the website.

DCS expands advice site with further advice and planograms

According to the supplier, there is a £20m per annum opportunity for convenience stores, provided they sell on-the-go milkshakes. Müller’s Frijj milkshake is currently the second-largest grab-and-go flavoured milk in convenience.

Penny Williams, senior category manager at Müller Yogurt & Desserts, said: “We know core and consistency is absolutely key and, to win, retailers need to deliver on customer choice, conversion, loyalty, and value.

Milk Drinks feature in several consumption occasions throughout the day, and the key to fuelling growth of the category is to embed the right products into these occasions. Using the planograms and guidance we’ve developed, retailers can follow the advice and make their store a destination for the category and this could help increase their sales.”

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