German dairy heavyweight Müller has launched a gut health yogurt brand into the UK via its local subsidiary.

Müller UK & Ireland said the launch of Gut Glory is intended to “add excitement and inspiration to the digestive health yogurt segment”.

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The company behind brands such as Müller Corner and Müllerlight said the move into an adjacent sub-category is driven by the global wellness trend.

Gut Glory is a yogurt which contains gut-friendly cultures, and is a source of calcium. It is is made at the company’s factory in Shropshire.

Research cited by the dairy company found that while the digestive health market was experiencing 12% value growth, potential shoppers were put off by existing options that were too scientific or functional.

“Through the creation of a new brand with an irreverent tone and a contemporary and simple design, Müller intends to add excitement and inspiration to the digestive health yogurt segment,” it said.

The Gut Glory range will be available in two pack sizes – 450g big pots, available in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots, in Strawberry, Rhubarb and Peach & Mango with fibre.

The new range will initially be available in Asda with the 450g pot having a RRP of GBP1.80 (US$2.46) and the four-pack 125g SKU having a RRP of GBP2.25.

The launch will be supported by a “disruptive and tongue-in-cheek multimedia marketing campaign”.

Michael Inpong, strategy and marketing director at the company’s Müller Yogurt & Desserts arm, said: “We have seen a natural move towards increased awareness and concern for health, which would explain the growth we are seeing in the digestive health yogurt segment.

“With a bold and irreverent brand, and a 450g big pot option, we believe we have a distinctive proposition that will resonate with shoppers. It doesn’t place an emphasis on the complicated science behind gut health.”