Various merchandise in Müller stores goes undetected by many shoppers
Müller, the popular German supermarket chain, is expanding its product offerings with a pilot for a new range of Italian frozen products in selected markets [1]. The pilot is currently underway in Ulm's Hirschstraße, Neu-Ulm, Senden, Illertissen, and Blaubeuren, as reported by Lebensmittelzeitung (LZ) [2].
So far, Müller's food offerings have been limited to selected branches, primarily focusing on drinks and ice cream. However, German customers have been able to buy snacks like nachos with dip and various sweets at Müller for years [3].
The new range expansion is expected to grow significantly due to enhanced logistics and distribution capabilities, particularly following Müller Fresh Food's recent strategic acquisition by Dachser on July 31, 2025 [1]. This acquisition grants Müller access to Dachser’s extensive food logistics network across Germany and 34 other European countries, opening substantial growth potential and diversifying market reach for Müller’s product portfolio, including frozen foods [1].
While there are no explicit announcements regarding Müller’s frozen food range expansion plans in other new markets, the strategic acquisition and access to a broader logistics network suggest planned scaling and market selection aligned with Dachser’s European Food Network [1]. This positions Müller’s frozen food expansion to leverage wider distribution and cross-border supply chain efficiencies.
Müller views the project as a limited trial, and the founder of Delfo, the specialist providing the Italian frozen products, has reportedly become self-employed with Delfo in recent months [4]. Delfo offers a range of Italian frozen products under its own brand, including pizza, fish, and cakes [5].
It is worth noting that Müller's competitor, dm, has been increasingly focusing on food such as bulgur, olive oil, or pasta sauces [6]. If implemented, a frozen food section at Müller would be a significant step that was not expected.
However, Müller has not made any plans for a permanent expansion of the frozen food range at this time. The spokesperson for Müller stated that they have recently discontinued a long-standing customer advantage that is no longer justified in their opinion [7].
In an unexpected turn, Müller is offering an additional range of cakes and baked goods specifically for tourists on Mallorca [8]. This move suggests that Müller may consider expanding its food offerings further if the customer benefit is recognizable and the concept fits the respective branch structure.
References: [1] Lebensmittel Zeitung (LZ) [2] Lebensmittel Zeitung (LZ) [3] Lebensmittel Zeitung (LZ) [4] Lebensmittel Zeitung (LZ) [5] Lebensmittel Zeitung (LZ) [6] Lebensmittel Zeitung (LZ) [7] Lebensmittel Zeitung (LZ) [8] Lebensmittel Zeitung (LZ)
- Müller's expansion plans extend beyond the current selection of food offerings, as they are piloting a new range of Italian frozen products, including pizza, fish, and cakes.
- Following the acquisition by Dachser, Müller's access to an extensive food logistics network across 35 countries presents a substantial opportunity for growth in various market sectors, such as retail, finance, and lifestyle, particularly in food-and-drink.
- As Müller's competitor, dm, expands its focus on food items like bulgur, olive oil, or pasta sauces, the potential for Müller to expand its frozen food range and deepen its presence in the food-and-drink industry becomes increasingly significant.
