Dairy company Müller is set to launch its new plain Greek-style yoghurt, White Velvet, in the UK.

Available from 25 September, Müller White Velvet is designed to attract non-plain yoghurt shoppers and provide a new experience for existing consumers, according to the company.

Müller chief marketing officer Michael Inpong said: “Our goal is to make plain yoghurt more relevant throughout the day, and to attract new shoppers who trust us to deliver exceptional taste.

“We’ve just announced that we will be continuing our strong relationship with British Athletics until 2019, and this launch is another really exciting moment for the business.

"Müller White Velvet marks the latest step to achieving a potential £233m of category growth by 2020."

“We’re going to keep innovating and leveraging the Müller brand in areas wher the business doesn’t have a presence. Müller White Velvet marks the latest step to achieving a potential £233m of category growth by 2020.”

Müller White Velvet will be available in a 450g big pot format, with a registered retail price (RRP) of £1.60.

The company has also invested in a multimedia campaign that will go live in November to support the launch of Müller White Velvet.

In January, the company launched its Müllerlight Greek Style pot, with 0% added sugar.