Müller Yogurt & Desserts has launched the new Müller Corner Originals, harnessing the popularity of the retro trend.
The dairy company is continuing to expand and optimise its portfolio of products to meet more needs. To drive category growth, excitement and brand reappraisal, it is tapping into its iconic brand heritage by bringing back favourites from the last thirty years.
The first retro flavours to feature from the dairy company’s back catalogue will be Mississippi Mud Pie Inspired and Strawberry and Choc Orange Balls.
Müller Corner Originals in single and multipacks will be available to order from September onwards across most retailers.
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 also represents the first product to be rolled out in Müller’s redesigned packaging.
The new designs make Müller’s branded packaging more cohesive, distinctive and easy to find and buy. 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.
Following widespread social media demand to bring back Müller Corner Mississippi Mud Pie Inspired, which originally launched in 1997, the business relaunched it in July within its original packaging. A campaign to drive awareness of the launch saw the brand dial up its iconic heritage with Magic Eye Inc executions.
“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,” Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts, said.
“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.”