A national multimedia campaign has launched Müller Yogurt & Desserts’ reformulated Müllerlight Greek Style range.
Across all existing flavours, the new improved recipe, which remains fat free, now includes 0% added sugar, reducing the total sugar content by over 20%. The new range is available in all retailers now.
In addition, 500g Müllerlight Greek Style big pots will be launched into most retailers by February 2017. The fat free recipe now contains 0% added sugar and is initially available in three flavours: Luscious Lemon, Coconut & Vanilla and Skinny Latte. New and exciting flavours will be introduced in the future.
The national multimedia campaign includes a brand new TV ad, as well as digital and print advertising.
Müller’s dairy category vision identified a potential £230m of growth in chilled yogurts and potted desserts by 2020. The introduction of big pots brings Müller into a very significant segment of the market in which it did not previously operate.
Consumers have been asking Müller for confectionary flavours in big pots and research by Müller Yogurt & Desserts showed that flavoured big pots are growing +2% YOY with fat free making up 25% of the big pot market. This represents a major opportunity for Müller to launch their Müllerlight Greek Style product into this growing market – offering consumers a fat free and lower sugar option.
Michael Inpong, Chief Marketing Officer at Müller said:
“As the number one brand in the Chilled Yogurt & Potted Dessert (CYPD) category, we are working hard to reduce added sugar across our brands. We are on a journey and have committed significant investment and resources to empower consumers to make healthy and balanced lifestyle choices.
“We think it’s really important to offer consumers choice, and across our brands, we offer everything from luxury and indulgence to healthier alternatives like Müllerlight Greek Style, which meet the demand for delicious lower sugar options. In addition, having a range which now includes both small pots and big pots gives consumers the choice of enjoying yogurt the way they want to. We’re taking this very seriously and our new campaign to raise awareness of this healthier alternative proves it.
“In 2017 we intend to bring excitement, innovation and game changing new products. Introducing 0% added sugar and entering the flavoured fat free big pot market is a hugely exciting and significant milestone for us as we look to achieve the growth we seek.”
Müller UK & Ireland
Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 12,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.
Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts under licence from Mondelez International. Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.
Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.
The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.