Mller launches guilt-free indulgent desserts

Müller Dairy UK is launching a range of desserts that aims to offer consumers indulgence without guilt. Simply Desserts will be launched in January.

The desserts will be targeted at women aged 25 and over, and are made of Greek yoghurt, pure fruit compote and a crunchy topping. There are three varieties – blackcurrant cheesecake, apricot tart and strawberry shortcake.

The range will be supported by a £1.5m marketing campaign including press, outdoor and sampling.

Müller says that it wants to prove that an indulgent experience can be naturally lower in fat and calories without being a diet product or compromising on taste.

Müller marketing and research and development director Chris McDonough says: “Consumers love treating themselves to desserts, yet with many people becoming increasingly health conscious, these treats have become guilty vices. We’d all like to indulge more often without the accompanying guilt.”