Müller has launched its first ever kefir product, Müller Kefir Smoothie, available to Spar retailers now.

Müller Kefir Smoothie (RRP £1.30) is available in two 312ml varieties: Raspberry & Pomegranate and Mango & Orange and contains real fruit and is low in fat.

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The launch will be supported by a multi-million pound marketing campaign starring brand ambassador and world champion sprinter, Dina Asher-Smith, spanning across TV, social media, PR, in-store promotions and product sampling.

The kefir drinks market is continuing to growth by 24% and Müller are aiming to appeal to a broader market by focusing on taste and leveraging the familiarity of the well-known and trusted brand.

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Michael Inpong, strategy and marketing director at Müller Yoghurt & Desserts, said: “When we looked closely at the flavoured milks market, we noticed that kefir was healthy, convenient and in growth, but the choice and flavours were limited. It didn’t have broad appeal, and that’s the opportunity.

“As we look to grow our brand in other parts of the category, we believe we have found a sweet spot to unlock interest from consumers who perhaps haven’t tried kefir before.

“Shoppers know that Müller products are guaranteed to taste great. So, when you add a gut friendly proposition and a multi-million pound social and PR marketing campaign together, then it is a product launch that the whole supply chain can be excited about.”