In April, our IRISgo® cups stood in 68 Müller stores for the first time. Two metres of shelf space per store, 25 items from day one. Now, five months later, availability is being expanded to 278 stores. In Germany and Austria, IRISgo is also available via click & collect in every Müller store.
Two metres of shelf, right from the start
New products usually start small in bricks-and-mortar retail. A few items, half a shelf, and every extra centimetre has to be earned over months.
Müller gave us two metres from the very beginning. That is enough to show the whole IRISgo world: drop, sip, flow and stream side by side, the colours roasted black, classic, tasty rosé and kea green, plus the Flex Lid tops. Standing in front of the shelf, you do not see a single cup, you see a modular system.
A full truckload for the central warehouse
The decision to go from 68 to 278 stores came at short notice. Within a very short time, a complete delivery had to be ready for Müller's central warehouse. The truckload has since arrived and is now being distributed to the stores. A retail partner like Müller does not just choose a product, it chooses a supplier it can rely on. This delivery was our answer.
IRISgo® near you
Chances are your Müller store now carries IRISgo® products. You can pick up the IRISgo cup before you buy, feel its weight, see the quality for yourself and compare the colours in real light. Drop by your Müller store and ask for IRISgo.
278 stores are a beginning. Together with Müller, and with everyone who asks for IRISgo in store, we can take it further.
