Müller Yogurt & Desserts is looking to revitalise its Müller Light yogurt range with an overhaul of the product and a supporting marketing campaign. The move aims to reposition the brand and adapt to “consumer desires for more positive and uplifting options within the segment”.
Due to be launched on 20 June, the new Müller Light yogurt range will include added vitamin B6, which contributes to the reduction of tiredness and fatigue, and Vitamin D, which helps support the normal function of the immune system. The reformulated recipe is also thicker.
The dairy company is introducing a new packaging design for Müller Light, including the Greek style and dessert ranges, continuing the rebrand that has been rolled out across all Müller Yogurt & Desserts sub-brands in the last year. It will highlight the new, reformulated recipe with added vitamins, with the hope of enticing previous buyers and attracting new consumers.
A supporting multi-million marketing campaign will see Müller Light as the focus of a new Müller Yogurt & Desserts Masterbrand advert later this summer, complementing the three already on air. It will also feature OOH, PoS, radio, retail in-store, online and digital activity.
With the diet yogurt category experiencing a decline in recent years, the company stated that the investment in Müller Light aims to reposition the brand as a yogurt that can help keep healthy intentions on track.
“This exciting new repositioning of Müller Light as positive and uplifting will be key in reigniting the fire behind the brand and the entire category,” said Jon Piper, Commercial Director for Müller Yogurt & Desserts.
“With added vitamins and a new reformulated recipe, Müller Light is the ideal product for consumers looking to make a smart and tasty switch as part of a healthy diet and lifestyle.”
He added: “With the turnaround we’ve seen for Müller Corner in the last year, with value growth of 15%, we’re confident this repositioning of Müller Light will drive category growth for retailers by bringing new and previous consumers back to the brand, and putting a smile on the nation’s face.”
