Press release -
Müller targets category growth with Müller Light relaunch
Müller Yogurt & Desserts is revitalising its classic Müller Light yogurt with an optimised product and supporting marketing campaign, repositioning the brand and adapting to consumer desires for more positive and uplifting options within the segment.
As more yogurt consumers’ needs evolve and shift, Müller has spent the last year reviewing its Müller Light range, developing the perfect product to help shoppers get the positive and uplifting product they need and want.
Due to hit retailer fridges from 20 June onwards, the new Müller Light yogurt range will include added Vitamin B6, which contributes to the reduction of tiredness and fatigue, and Vitamin D which helps support the normal function of the immune system.
The reformulated recipe is also thicker, ensuring consumers can still have the delicious Müller Light taste they know and love in an even more enjoyable way.
The dairy company will introduce a brand new uplifting design for Müller Light, including the Greek style and dessert ranges, continuing the rebrand which has been rolled out across all Müller Yogurt & Desserts sub-brands in the last year.
It will also highlight the new, reformulated recipe with added vitamins, enticing previous buyers and attracting new consumers alike, in order to optimise Müller’s branded portfolio and encourage growth in its core ranges.
The supporting multi-million marketing campaign will see Müller Light as the focus of a new Müller Yogurt & Desserts Masterbrand advert later this summer, complementing the three already on air. It will also feature OOH, point of sale, radio, retail in-store, online and digital which is expected to reach 95% of the UK population.
With the diet yogurt category experiencing a decline in recent years, Müller’s investment in the transformation of Müller Light aims to reposition the brand as an easy and attractive yogurt which can help keep positive and healthy intentions on track.
Jon Piper, Commercial Director for Müller Yogurt & Desserts, said: “This exciting new repositioning of Müller Light as positive and uplifting will be key in reigniting the fire behind the brand and the entire category.
“With added vitamins and a new reformulated recipe, Müller Light is the ideal product for consumers looking to make a smart and tasty switch as part of a healthy diet and lifestyle.
“With the turnaround we’ve seen for Müller Corner in the last year, with value growth of 15%*, we’re confident this repositioning of Müller Light will drive category growth for retailers by bringing new and previous consumers back to the brand, and putting a smile on the nation’s face.”
*Circana IRI – all outlets – w/e 11 May 2024
Topics
Müller is one of the ten most chosen FMCG brands in Great Britain, and the most popular dairy brand. It is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients, which aims to build a better dairy future. It produces branded and private label fresh milk, cream, butter, milk drinks and ingredients products and boasts a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts, which aims to help put a smile on the nation’s face. It is responsible for major brands like Müller Corner, Müllerlight, Müller Bliss, Müller Rice, Müller FRijj and Müller Plant Based. It produces chilled desserts under licence from Mondelez International and also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
