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Müller revolutionises the nation's favourite yogurt brands

Press release   •   May 14, 2019 09:32 BST

Müller is set to revolutionise the yogurt category with new and improved recipes for the nation’s two favourite yogurt brands, Müllerlight and Müller Corner[1].

The dairy company has also revealed details of its biggest ever marketing campaign.

As the business continues to strengthen its core brands, and inspire people to live healthier and happier lifestyles, it is launching its best ever core Müllerlight and Müller Corner recipes. Made possible following the discovery of a new yogurt culture, the new Corner recipe, available from June, contains up to 9% less sugar[2], more protein and has a thicker and creamier texture.

The new Müllerlight recipe, which remains fat free, is available now. It has a thicker and creamier texture, now has 0% added sugar[3], it is suitable for vegetarians and high in protein.

Re-designed packaging will 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[4]. The campaigns, which will feature across billboards, print advertising and social media, will also include two new television adverts starring Britain’s fastest ever woman Dina Asher-Smith, and recently crowned European Indoor Pentathlon Champion, Katarina Johnson-Thompson.

The business is also bringing back an on pack promotion which will see more winners compared with 2018, which saw schools from Orkney to Sussex receiving new sports equipment.

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.”

[1] Nielsen |Total GB |52 w/e 26th Jan 2019

[2] Per 100g

[3] Reducing the total sugar content by up to 28% (per 100g)

[4] Müller Yogurt & Desserts

Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 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 1,650 British farmers.

The Müller brand is ranked at No.9 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 230 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 England, via a network of 53 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 five events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.

For further information, see Müller Now, our first ever industry report.