Müller relaunches Müller Light aiming category growth

Müller Yogurt & Desserts has announced a relaunch of its classic Müller Light yogurt with an optimised product and supporting marketing campaign, repositioning the brand and adapting to changing consumer needs.

The relaunch follows a review of the range, developing the “perfect product” to help shoppers get the positive and uplifting product they need and want

Due to hit retailer fridges from 20 June onwards, 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, ensuring consumers can still have the delicious Müller Light taste they know and love in an even more enjoyable way.

The dairy company will introduce a brand new uplifting design for Müller Light, including the Greek style and dessert ranges, continuing the rebrand which has been rolled out across all Müller Yogurt & Desserts sub-brands in the last year.

It will also highlight the new, reformulated recipe with added vitamins, enticing previous buyers and attracting new consumers alike, in order to optimise Müller’s branded portfolio and encourage growth in its core ranges.

The 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, point of sale, radio, retail in-store, online and digital which is expected to reach 95 per cent of the UK population.

With the diet yogurt category experiencing a decline in recent years, Müller’s investment in the transformation of Müller Light aims to reposition the brand as an easy and attractive yogurt which can help keep positive and 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,” Jon Piper, commercial director for Müller Yogurt & Desserts, said.

“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.

“With the turnaround we’ve seen for Müller Corner in the last year, with value growth of 15 per cent, 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.”