Müller's new vegan range will initially launch in Germany.

Müller Vegan Range Is Launching in Germany

Dairy giant Müller is launching a vegan range, called Müller Vegan.

Dairy giant Müller is launching a vegan range.

The new line, Müller Vegan, will include oat-based based milk in four flavors: chocolate, banana, vanilla, and caramel. It will also feature dairy-free rice pudding, called Müller Vegan Rice. Made with coconut milk, the latter is available in classic, vanilla, cinnamon, and chocolate flavors.

From March, the line, launched in response to growing consumer demand for plant-based products, will be available in Germany. But a spokesperson told LIVEKINDLY that Müller hopes to expand the vegan range into more countries in the future.

“The long-term success of Müller is founded on listening to our consumers. And as a result, making great tasting products which add taste to life,” they said. “Dairy and plant-based products co-exist in our consumer’s shopping baskets and in their fridges. We are pleased to expand the Müller brand into a vegan format in Germany.”

“Of course, [we are] ambitious in this area. We hope to expand both our offering and availability in other countries in due course.”

The new range responds to growing consumer demand for dairy-free products.

Traditional Dairy Companies: If You Can’t Beat ‘Em, Join ‘Em 

While dairy companies have lobbied governments to prevent plant-based milk from being labeled as “milk,”—despite customers showing no confusion between the two—they have also recognized changing consumer choices as ones they can’t ignore.

According to a 2019 U.S. survey, nearly half of Americans regularly buy plant-based milk

French giant Danone, Denmark-based Arla, and U.S.-based Chobani have all made multi-million dollar moves in the plant-based dairy CPG space, as food industry outlet just-food has reported.

The UK Parliament reports that the total number of UK dairy cows has fallen by nearly a third over the past 20+ years, and it seems this move by Müller is in line with that trend.