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Müller Milk & Ingredients helps shoppers reduce food waste with Fresher for Longer launch

Müller Milk & Ingredients is helping shoppers reduce their food waste through the relaunch of its branded filtered milk range.

Formerly called Müller Milk Fresh.Longer.Why?Filtered, the rebranded Müller Good Stuff Fresher for Longer lasts up to seven days when opened, or for up to three weeks unopened.

WRAP estimates that around 490 million pints of milk are wasted in the home in the UK each year*, with one of the main causes of wastage listed as the milk not being used in time and going out of date**. Filtered milk lasts longer both open and unopened, meaning more time to drink it and less waste.

Filtered milk currently represents the fastest-growing sector in milk, with a 46% increase in retail value sales since 2019***, and the Müller Milk brand has seen 30% volume growth year on year.

The business intends to drive category growth with its existing Müller Milk range, and a new branded milk range called Müller Good Stuff. Müller Fresher for Longer represents the first product to land from the new range.

Redesigned packaging informs consumers that the product is fresh from one of Müller’s supplying farms in Britain. Shoppers are also informed that the bottle is 100% recyclable and contains at least 30% recycled material. ’High in protein’ and ‘100% natural – nothing added’ messages have also been incorporated, following consumer research by Müller.

Retailers currently stocking the product will see the new Good Stuff Fresher for Longer appear in fridges from this week, with a wider rollout planned from late summer 2023.

Helen Priestley, Marketing and Category Director for Müller Milk & Ingredients, said: “We know that Müller is a much loved and well trusted brand in the dairy category, so there is a growth opportunity to leverage these strong credentials, and build on the encouraging results we’ve seen for our brand over the last few years.

“Following a very successful relaunch of Müller branded milk last year, and with more exciting Müller Good Stuff new product development to come later this year, we’re eager for customers and consumers to see this new Fresher for Longer brand.

“We know that shoppers are increasingly mindful of their food waste, while also facing into increased costs of living, so we’re confident and excited in this relaunch.”

It will be sold in two litre bottles in both whole and semi-skimmed, with an RRP of £2.60.

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