Trend-following milk desserts

This article is available for reading in Trade magazin 2025/12-2026.01

Trendy flavours with an attractive look

Veronika Koczka
senior trade marketing
manager
Foodnet

“Practical single-serve cups continue to dominate. The design and aesthetics of packaging are increasingly important, and with a dynamic, attractive design it is more likely that the customer will take the product off the shelf”,

says Veronika Koczka, senior trade marketing manager at Foodnet Zrt. (they represent the Müller brand).

Recently there has been a sudden surge of interest in special flavours such as Dubai (chocolate, pistachio and sesame seeds) and Angel’s Hair (white chocolate, raspberry and sesame seeds).

Less sugar, more protein

Consumers have remained loyal to their favourite brands. For instance Müller RISO realised a double-digit sales growth if compared to last year. Dairy desserts made without added sugar such as the Riso Zero product line meet health-conscious consumer needs. Another important trend in recent years has been the growing demand for vegan products. Müller Riso Vegan is available in four flavours. High-protein product ranges have become popular: Müller High Protein Mousse and High Protein Pudding products are now available in Hungary – in two flavours each. Plus the Riso Protein line is becoming more important in the Riso range.

Branded products can achieve outstanding results particularly during promotions

Innovations for smart choices

János Hajdu
key account manager
Import-Trade Hungary

Import-Trade Hungary Kft. distributes the Magija brand in this category, which is one of the most successful brands of AB Zemaitijos Pienas, a leading dairy company in Lithuania and the entire Baltic region.

“The milk dessert market is flexible and consumer demand for high-quality products continues to drive growth”,

informs János Hajdu, key account manager at Import-Trade Hungary Kft.

In addition to taste, consumers are increasingly looking for functional benefits. This year the company rolled out new innovations in the ProteinM milk bar range: these are rich in protein, contain collagen and low in sugar.