FDBusiness.com

Müller Yogurt & Desserts, the UK’s leading yogurt manufacturer, has launches a national multimedia campaign for its reformulated Müllerlight Greek Style range. Across all existing flavours, the new improved recipe, which remains fat free, now includes 0% added sugar, reducing the total sugar content by over 20%. The new range is available in all retailers now.

In addition, 500g Müllerlight Greek Style big pots will be launched into most retailers by February 2017. The fat free recipe now contains 0% added sugar and is initially available in three flavours: Luscious Lemon, Coconut & Vanilla and Skinny Latte. New and exciting flavours will be introduced in the future.

The national multimedia campaign includes a brand new TV ad, as well as digital and print advertising.

Müller’s dairy category vision identified a potential £230 million of growth in chilled yogurts and potted desserts by 2020. The introduction of big pots brings Müller into a very significant segment of the market in which it did not previously operate.

Consumers have been asking Müller for confectionary flavours in big pots and research by Müller Yogurt & Desserts showed that flavoured big pots are growing +2% YOY with fat free making up 25% of the big pot market. This represents a major opportunity for Müller to launch their Müllerlight Greek Style product into this growing market – offering consumers a fat free and lower sugar option.

Michael Inpong, chief marketing officer at Müller, says: “As the number one brand in the Chilled Yogurt & Potted Dessert (CYPD) category, we are working hard to reduce added sugar across our brands. We are on a journey and have committed significant investment and resources to empower consumers to make healthy and balanced lifestyle choices. We think it’s really important to offer consumers choice, and across our brands, we offer everything from luxury and indulgence to healthier alternatives like Müllerlight Greek Style, which meet the demand for delicious lower sugar options. In addition, having a range which now includes both small pots and big pots gives consumers the choice of enjoying yogurt the way they want to. We’re taking this very seriously and our new campaign to raise awareness of this healthier alternative proves it.”

He adds: “In 2017 we intend to bring excitement, innovation and game changing new products. Introducing 0% added sugar and entering the flavoured fat free big pot market is a hugely exciting and significant milestone for us as we look to achieve the growth we seek.”

Müller Yogurt & Desserts is part of Müller UK & Ireland, which is wholly owned by the Unternehmensgruppe Theo Müller of Germany. Müller UK & Ireland also incorporates: Müller Milk & Ingredients, which operates a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.