PepsiCo and Müller by Quaker have decided to join forces and enter the extremely profitable yogurt market in the US. Letting go of its rivalry against Coca-Cola and trying to make up for its losses in the soda market, PepsiCo aims at providing the American market with a new series of products that will combine the beneficial nutritional qualities of yogurt with better taste and lots of fun.
As The New York Times reported PepsiCo’s slogan will be “fun for you, better for you, good for you.” PepsiCo is presenting the Northeast and mid-Atlantic states with a new yogurt variety blending the qualities of Greek and conventional yogurt.
The production will initially take place in Europe by the German dairy company of Theo Müller, but the two companies are planning on establishing a plant in Batavia, NY that will employ 180 people.
Despite last year’s increase in yogurt sales and this year’s estimates of 9 percent additional increase, most Americans see yogurt as a dutiful but less tasteful delight. Greek yogurt may be connected to a healthier lifestyle, but its texture is not very appealing to everyone. On the other hand, conventional mass yogurts lack in taste. This is where the joint venture of the two companies steps in.
Muller Corner (conventional yogurt) and Muller Greek Corner offer a new way to enjoy yogurt with add-ins that one can flip, stir or dip. Corner varieties include Blueberry, Strawberry, Crispy Crunch, Choco Balls, Chocolate Flakes and Crunchy Granola. The Greek-style varieties include Honeyed Apricot, Strawberry, Blackberry & Raspberry, and Caramelized Almonds.
A third variety, Muller FruitUp, has different types of fresh fruit mousse on top offered for mixing or stirring.
In the past years, the successful market entry of Greek yogurt brands such as Fage and Chobani, have paved the way for PepsiCo to start up its new business in the yogurt sector.
“Our partnership with PepsiCo is a great expansion of our business, and we are excited to introduce new consumers to the wide variety of deliciously enjoyable yogurts that have made Muller a household name throughout Europe,” said Stefan Muller, Theo Muller Group, member of the board, according to PR Newswire. “Our capabilities in yogurt and other value-added dairy products, combined with the strength of PepsiCo’s distribution systems, deep consumer insights, diverse portfolio of brands and expertise in areas like fruits and grains, will open the door to new options we think consumers are going to love.”