Press release -
Dina Asher-Smith creates new Müller Corner
Britain’s fastest woman[1], Dina Asher-Smith, has collaborated with the nation’s favourite dairy brand[2]to develop and launch her perfect Müller Corner yogurt.
Müller Corner Creations by Dina Asher-Smith contains strawberry flavour yogurt with three inclusions in the corner - a mixture of strawberry flavour hearts, raspberry flavour hearts and white choco balls.
The dairy company is continuing with its strategy to add further inspiration to its core range of branded yogurts as it targets category growth.
With the launch, the business is tapping into increased demand for Müller Corner yogurts[3]which is the number one brand in the category.[4]
Müller Corner Creations by Dina Asher-Smith is made using milk from British farms and is a source of protein and calcium. It will be available in six pack format in Asda and Morrisons from March.
The launch will be supported by a multimillion pound marketing campaign starring brand ambassador Dina Asher-Smith, the first British woman to win a major global sprint title. The campaign includes a new television advert and social media.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“We are innovating on a unique and winning format, Müller Corner Creations was the best performing NPD in the market in 2019. We are also seeing increased demand for Müller Corner, evidence that shoppers like the format, and continue to seek brands they love and trust.
“We think this product will really resonate with shoppers, and by driving excitement in the category with new and interesting flavour combinations, we can deliver further category growth.
“With our products we want to create happy and healthy lives, and Dina is the perfect embodiment of our approach. She is a strong and positive role model, and it was a pleasure to go on this creative journey with her.”
Dina Asher-Smith, Britain’s fastest woman and Müller brand ambassador said:
“The team at Müller wanted to take our partnership to the next level, and it seemed natural that the first step would be to design my own product and see it go to market.
“Within a few days we had a massive tasting session with the whole Müller Corner team, to try hundreds of possible combinations and flavours, to see which one I liked best. It was a really exciting project for me and I can’t wait for everyone to try it.”
[2] Brand Footprint – The British ranking of the most chosen dairy brands - https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[3] Kantar 52 we December 2020. In 2019 the Müller Corner range was +1.3%5 on volume and last year it was +5.6%
[4] Nielsen, year to December 26th 2020
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,600 farmers in Britain.
Müller is ranked at No.12 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 million times each year. Müller UK & Ireland comprises three business units:
Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.
Müller is an Official Supporter of British Athletics and Athletics Ireland and is a title partner for 12 world-class events throughout 2020, 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
