Müller is rolling out new recipes for its leading yogurt brands, Müllerlight and Müller Corner.
Tapping into consumer trends, the new Corner recipe, available from June, contains up to 9% less sugar and more protein with a thicker and creamier texture. The company said the changes had been made possible by the discovery of a new yogurt culture.
Meanwhile, the new Müllerlight recipe, which remains fat free, is available this month. As well as having a thicker and creamier texture, it features 0% added sugar, more protein, and is suitable for vegetarians.
Re-designed packaging will highlight the health claims, with the relaunches supported by two of the biggest multimedia marketing campaigns in Müller’s history. 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.
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.”
