Müller Light relaunch targets growth

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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 20th 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.”

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