Müller is introducing new recipes for its Müllerlight and Müller Corner yogurt brands in the UK.
Made possible thanks to the discovery of a new yogurt culture last year, the new Corner recipe, available from June, contains up to 9% less sugar, more protein and has a thicker and creamier texture.
Meanwhile, the new Müllerlight yogurt, which remains fat-free, is available now. It is said to have a thicker and creamier texture and contains 0% added sugar.
Redesigned packaging has been added to make it easier to identify flavours and health claims, and the relaunches will be supported by the two biggest multimedia marketing campaigns in Müller’s history.
The campaigns, featuring across billboards, print advertising and social media, will also include two television adverts starring athletes Dina Asher-Smith and Katarina Johnson-Thompson.
Michael Inpong, chief marketing officer at Müller, said: “We know that when Müller grows, so does the category. So our overall approach is to continue strengthening our core brands, developing a leading private-label proposition, and innovating to target the 46% of the category where we have limited or no presence.
“It’s our personal mission to make people happier and healthier by simply adding taste to life. We’re an established category-leading brand, but we need to constantly refresh and reinvent ourselves to stimulate further category growth.
“This is a revolutionary milestone for our brand, and the category. We’ve created our best ever recipes, backed up by our biggest ever marketing campaigns, and we’re continuing to innovate on sugar reduction.”
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.
The company has since announced that it could cut up to 40% of its 835 fresh milk and cream SKUs in the UK.
© FoodBev Media Ltd 2020
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