Müller is targeting a total sugar reduction of 25% across its branded yogurt portfolio, which includes Müller Corner and Müllerlight, by June 2020.
If achieved, the reduction would be ahead of Public Health England’s voluntary guidelines, which challenge manufacturers to reduce the amount of sugar in their products by 20% by August 2020.
Müller is targeting a 25% reduction thanks to the launch of its new Müllerlight and Müller Corner recipes. Made possible following the discovery of a new yogurt culture, the new Corner recipe contains up to 9% less sugar and the new Müllerlight recipe now contains 0% added sugar.
Last year, the dairy company reformulated its Fruitopolis yogurts to contain 0% added sugar and replaced its Müller Greek Corner line with the Müller Corner Plain range, which contains 27% less added sugar than its predecessor.
“We’ve now got our best ever recipes, supported by our biggest ever marketing campaign, and this category disrupting strategy is how we plan to not only meet Public Health England’s voluntary targets, but exceed them,” said Bergen Merey, managing director of Müller Yogurt & Desserts.
“Our approach to inspire happy and healthy lives goes far beyond simply removing sugar. Utilising our partnership with British Athletics, we’re inspiring people by launching campaigns with sporting heroes Dina Asher-Smith and Katarina Johnson-Thompson, an on-pack promotion with a chance to win new sports equipment for schools, and we’re taking our exciting Müller Activity Zones across the country to ten world-class athletics events.”
In February, Müller Milk & Ingredients launched a £100 million cost and margin improvement programme in the UK, in a move to “return to sustainable levels of profitability”.
Called Project Darwin, the initiative includes a comprehensive review of every aspect of the company’s operations – including logistics, back office and people organisation – in order to simplify the business, reduce costs and further improve customer focus and accountability.
© FoodBev Media Ltd 2020
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