Press release -
Make Over for Müllerlight
From the 1st of April, the UK’s favourite great-tasting and fat free Müllerlight yogurts will undergo a sleek new make over.
The most successful brand in the category over the past 12 months, Müllerlight recently registered its highest 4 weekly value share at 15.3% in January 2013, and in the last month its share hit the 16% mark for the first time in the last 3 years. [1] It’s clear that consumers can’t get enough!
To capitalise on this phenomenal success, the packaging redesign will feature an attractive lipstick-on-the-mirror style font and larger images to illustrate the delicious flavours, designed to appeal to style-conscious consumers looking for an indulgent yet healthy snack.
The redesign will be promoted via insert cards from mid March so consumers will be anticipating the chic new look to come. To reduce disturbance on the shelf and aid consumer navigation, the new designs will be introduced gradually next to the old designs throughout the month of April.
Michael Inpong, Marketing and R&D Director at Müller Dairy commented: “Our Müllerlight range is growing from strength to strength and this packaging redesign will freshen up the chiller cabinet. The new look not only underlines the healthy, fat-free benefits of Müllerlight yogurts, it also highlights the delicious indulgent flavours available across the range.”
The exciting redesign will also extend to thick and creamy-tasting Müllerlight Greek Style yogurt, which scooped the title of Product of the Year for 2013 in the Healthy Yogurt Category. The gong marks another milestone for the brand which clocked up sales of over 80m pots since launch and is now the largest Greek brand in the category.[2]
Both Müllerlight singles and six packs will remain fat free, as will Müllerlight Greek style singles and four packs, with same RRP*.
[1] Nielsen Scantrack w/e 19.01.13
[2] Nielsen MAT w/e 16.02.13
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