Müller said it is targeting a total sugar reduction of 25 percent across its branded yogurt portfolio by June 2020, following the launch of new recipes for Müllerlight and Müller Corner.
Made possible with the discovery of a new yogurt culture, the new Corner recipe contains up to 9 percent less sugar and the new Müllerlight recipe now contains zero percent added sugar.
The target set by the dairy company is substantially ahead of Public Health England’s voluntary guidelines which seek a 20 percent lowering of total sugar by August 2020.
Müller said it has already achieved 13.5 percent sugar reduction across yogurt portfolio as of August 2017.
“We’re the category leader, and the significant challenge we faced was how to reduce sugar, without ever compromising on taste,” commented Bergen Merey, managing director at Müller Yogurt & Desserts.
“We’ve now got our best ever recipes, supported by our biggest ever marketing campaign, and this category disrupting strategy is how we plan to not only meet Public Health England’s voluntary targets, but exceed them.”
Müller has already reformulated Müllerlight Greek Style and Müllerlight Fruitopolis so that they include zero percent added sugar.
The firm has also previously reformulated and removed sugar from Müller Corner Strawberry flavour and Müller Quark Yogurt range, and launched Müller Corner Plain, the dairy company’s first ever Müller Corner made with unsweetened natural Greek style yogurt.
Within the desserts category, Müller’s branded chilled dessert, Müller Rice, is already below Public Health England’s 2020 voluntary sugar reduction target for the category.
Merey added that the firm’s approach goes beyond removing sugar.
“Utilising our partnership with British Athletics, we’re inspiring people by launching campaigns with sporting heroes Dina Asher-Smith and Katarina Johnson-Thompson, an on pack promotion with a chance to win new sports equipment for schools, and we’re taking our exciting Müller Activity Zones across the country to ten world-class athletics events,” he said.