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KJT signing completes Müller athletics squad

Press Release   •   May 29, 2018 09:00 BST

Commonwealth Games and World Indoor Championship gold medallist Katarina Johnson-Thompson has been confirmed as a Müller brand ambassador – completing the dairy company’s first ever athletics squad.

Joining existing Müller Corner brand ambassadors Dina Asher-Smith and Müller Rice brand ambassador Adam Gemili, the dairy company has also welcomed athletes: Andrew Pozzi, Kadeena Cox MBE, Martyn Rooney, Hannah Cockroft MBE, Laura Sugar, Vanessa Wallace and Brian Gregan to the Müller family.

Katarina Johnson-Thompson said:

“I’ve grown up with athletics and Müller yogurts so I’m really excited to work with such a fun brand that not only makes great products, but is also helping to raise the profile of our sport.

“Getting sufficient dairy is obviously important for an athlete so having something like a Müllerlight yogurt is a quick and easy way to get some of these important nutrients. I'm really looking forward to helping Müller encourage people to have fun by giving athletics a try. I’m lucky that this is something I try to do every day!”

Müller, who are ranked at No.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands[1], and the only dairy brand in Kantar Wordpanel’s top ten most chosen FMCG brands[2], now has a squad of ten athletics brand ambassadors as the business continues to grow the foundations of athletics, inspire the next generation and encourage consumers to live active and healthy lifestyles.

Following a recent YouGov survey[3] which found that athletics was the most exciting sport to watch, Müller is maximising their athletics partnerships, across their branded portfolio of products, to also add further inspiration to the dairy category.

The squad will appear across Müller’s ongoing athletics inspired multimedia campaign, which includes new television adverts, digital and print advertising and three limited edition multipacks, inspired by their status as Official Partner of British Athletics and Athletics Ireland.

In addition, a Müller Corner on pack promotion, which began on 1st May, gives purchasers the chance to win a visit from a British Athletics/Athletics Ireland athlete to a school of their choice, as well as £2000/€2,275 worth of sports equipment[4].

Müller has branding and activation rights for seven major athletics events in 2018 and 2019, and the extended brand ambassador line-up is part of the dairy company’s almost 25% increase in marketing spend[5]. This will ensure that Müller’s growing portfolio of branded products benefit from sustained and focused support in line with the company’s ambitions.

Müller is the title partner for the Müller Anniversary Games, Müller Grand Prix Birmingham and Müller Indoor Grand Prix in 2018 and 2019, and was also national partner for the IAAF World Indoor Championships Birmingham 2018.

Michael Inpong, Chief Marketing Officer at Müller said:

“Our ambition is to create everyday moments of pleasure for our consumers, and through our athletics partnerships with the most exciting sport in Britain, we are growing the foundations of athletics, inspiring the next generation and encouraging consumers to live active and healthy lifestyles.

“As we continue to target category growth and a bright future for the UK dairy industry, each year we’re looking to take our partnerships with world-class sport to the next level, and it’s an honour to welcome so many truly inspirational athletes to our Müller athletics squad.”

[1] Britain’s Biggest Brands 2018, The Grocer

[2] Kantar Worldpanel 2018 UK Brand Footprint ranking

[3] YouGov, What is the most boring sport? January 2018

[4]Prize Draw closes 14.09.18. 10 prizes. Unlimited entry. 1 prize per nominated school. Nominated schools will receive (a) British Athletics/Athletics Ireland athlete visit (taken before 21.12.18) & (b) £2,000/€2,275 sports equipment voucher (restrictions apply). Online entries only. Email address required. 18+ resident in UK/ROI. Skill test for ROI residents. Full T&Cs apply see www.mullercorner.com

[5] Over the next three years

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller which employs 27,500 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from more than 1,700 British farmers.

The Müller brand is ranked at No.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 7th most chosen brand in the UK, picked from shelves more than 208 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in Britain, via a network of 57 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland. With branding and activation rights for four events in 2018 and three events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.