Müller Yogurt & Desserts is harnessing the popularity of the retro trend with a new product launch, Müller Corner Originals.
To drive category growth and brand reappraisal, it is tapping into its brand heritage by bringing back favourite lines from the last thirty years.
The first retro flavours to feature from the dairy company’s back catalogue will be Mississippi Mud Pie Inspired (originally launched in 1997) and Strawberry and Choc Orange Balls.
The two products have gone on sale this week in Asda, Morrisons and Sainsbury’s, with single and multipack options.
The launch will be supported by a multimedia marketing campaign later in the year, and new flavour varieties from the past will be introduced in 2024.
Müller Corner Originals represents the first product to be rolled out in Müller’s redesigned packaging. The new designs aim to make Müller’s branded packaging more cohesive, distinctive and easy to find. It is being rolled out across all of the dairy company’s branded yogurts, desserts and drink products: Müller Corner, Müllerlight, Müller Rice, Müller Bliss and Müller FRijj.
Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts said: “Let’s jump back to 1997, construction started on the Millennium Dome, Harry Potter and The Philosopher’s Stone was published and Katrina and the Waves won Eurovision. This was also the year that Müller introduced Müller Corner Mississippi Mud Pie Inspired.
“We know that people are excited by all things retro. The proof is in the pudding, since we brought Müller Corner Mississippi Mud Pie Inspired back, the reaction has been incredible.
“Müller Corner is an icon in the yogurt world, and with a huge back catalogue of favourites for us to bring back, we want to use this to bring excitement, fun and some retro good times to the dairy aisle.”
NAM Implications:
- Retail being retail…
- Off-take will soon reflect demand.
- Providing guidance for retailer and Muller re additional retro-flavours.
- And hopefully some incremental sales.
- A pointer for all…
