Coley Porter Bell Develops Brand Concept for New Müller Range
Müller, one of the UK’s leading food brands, has unveiled its latest addition to the Müllerlight family - a new split pot called Müllerlight Goodies.
Müller, one of the UK’s leading food brands, has unveiled its latest addition to the Müllerlight family - a new split pot called Müllerlight Goodies. Scheduled to hit the shelves w/c 9th March, the brand identity has been developed by award-winning strategic branding consultancy, Coley Porter Bell (CPB).
The launch of Müllerlight Goodies marks an era of significant growth for the brand that re-launched in 2011. In 2014 volume sales reached over £360 million, which equates to over £157 million in value sales. The launch will be supported by above the line activity created by VCCP.
The Müllerlight Goodies sub brand is the first product within the Müllerlight range that uses a twin pot - creating a crunchy bite that tastes deliciously indulgent. Coley Porter Bell were briefed to create an identity and packaging concept that clearly differentiates the brand from other products in the Müllerlight range. The name ‘Müllerlight Goodies’ plays on the idea that the product is delicious due to the combination of fat free yogurt with a side of crunch pieces all for 99 calories or less. The design idea captures a patisserie theme and alludes to giving consumers a treat that’s a bit special.
Stephen Bell, Executive Creative Director at Coley Porter Bell commented: “This is an exciting time for the Müller brand. With so many yogurt products in the market to compete with, the brand needs standout products with standout designs. The Müllerlight Goodies packaging and overall creative concept was developed to encapsulate the joy of being able to treat yourself.”
Zoey Elsayed, Brand Manager from Müller added: “Since the re-launch in 2011, MüllerLight has been a huge success with the brand seeing phenomenal growth. Our target audience has a healthy and relaxed attitude towards life, and Coley Porter Bell has clearly captured this in their design and have demonstrated that the Goodies range is a smart option for a tasty treat.”
The Müllerlight Goodies sub brand is the first product within the Müllerlight range that uses a twin pot - creating a crunchy bite that tastes deliciously indulgent. Coley Porter Bell were briefed to create an identity and packaging concept that clearly differentiates the brand from other products in the Müllerlight range. The name ‘Müllerlight Goodies’ plays on the idea that the product is delicious due to the combination of fat free yogurt with a side of crunch pieces all for 99 calories or less. The design idea captures a patisserie theme and alludes to giving consumers a treat that’s a bit special.
Stephen Bell, Executive Creative Director at Coley Porter Bell commented: “This is an exciting time for the Müller brand. With so many yogurt products in the market to compete with, the brand needs standout products with standout designs. The Müllerlight Goodies packaging and overall creative concept was developed to encapsulate the joy of being able to treat yourself.”
Zoey Elsayed, Brand Manager from Müller added: “Since the re-launch in 2011, MüllerLight has been a huge success with the brand seeing phenomenal growth. Our target audience has a healthy and relaxed attitude towards life, and Coley Porter Bell has clearly captured this in their design and have demonstrated that the Goodies range is a smart option for a tasty treat.”
Source: Coley Porter Bell
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