FDBusiness.com

Müller is set to revolutionise the UK yogurt category with new and improved recipes for the nation’s two favourite yogurt brands, Müllerlight and Müller Corner[1]. The dairy company has also revealed details of its biggest ever marketing campaign.

As the business continues to strengthen its core brands, and inspire people to live healthier and happier lifestyles, it is launching its best ever core Müllerlight and Müller Corner recipes. Made possible following the discovery of a new yogurt culture, the new Corner recipe, available from June, contains up to 9% less sugar[2], more protein and has a thicker and creamier texture.

The new Müllerlight recipe, which remains fat free, is available now. It has a thicker and creamier texture, now has 0% added sugar[3], it is suitable for vegetarians and high in protein.

Re-designed packaging will make it easier to identify flavours and health claims, and the relaunches will be supported by the two biggest multimedia marketing campaigns in Müller’s history[4]. The campaigns, which will feature across billboards, print advertising and social media, will also include two new television adverts starring Britain’s fastest ever woman Dina Asher-Smith, and recently crowned European Indoor Pentathlon Champion, Katarina Johnson-Thompson.

The business is also bringing back an on pack promotion which will see more winners compared with 2018, which saw schools from Orkney to Sussex receiving new sports equipment.

Michael Inpong, Chief Marketing Officer at Müller, says: “We know that when Müller grows, so does the category. So our overall approach is to continue strengthening our core brands, developing a leading private label proposition, and innovating to target the 46% of the category where we have limited or no presence.

“It’s our personal mission to make people happier and healthier by simply adding taste to life. We’re an established category leading brand, but we need to constantly refresh and reinvent ourselves to stimulate further category growth. This is a revolutionary milestone for our brand, and the category. We’ve created our best ever recipes, backed up by our biggest ever marketing campaigns, and we’re continuing to innovate on sugar reduction.”

[1] Nielsen |Total GB |52 w/e 26^th Jan 2019

[2] Per 100g

[3] Reducing the total sugar content by up to 28% (per 100g)

[4] Müller Yogurt & Desserts