From 1 August, Müller Dairy will be rolling out vibrant new packaging designs across its three key brands – Corner, Müllerlight and Müller Rice – and, at the same time, the company will be re-launching Müllerlight with the introduction of a new, thicker and creamier tasting recipe; three new additions – Mango & Passionfruit; Limited Edition Coconut with Chocolate Sprinkles; and the re-introduction of Lemon Cheesecake Yogurt; a new press campaign and re-launch price promotions.
Chilled Yogurt & Pot Desserts (CYPD) producer Müller Dairy is embarking on the first phase of a revolutionary re-launch programme, which will potentially have a major impact on chiller displays and the visibility of Müller’s core brand range, whilst heralding the dawn of a new era in the development of Müllerlight – Britain’s best-selling fat free yogurt brand.
From 1 August, Müller Dairy will be rolling out vibrant new packaging designs across its three key brands – Corner, Müllerlight and Müller Rice – and, at the same time, the company will be re-launching Müllerlight with the introduction of a new, thicker and creamier tasting recipe; three new additions – Mango & Passionfruit; Limited Edition Coconut with Chocolate Sprinkles; and the re-introduction of Lemon Cheesecake Yogurt; a new press campaign and re-launch price promotions.
Blue has been selected as the new ‘Masterbrand’ signature colour for the Müller Dairy portfolio. The iconic new livery – which will initially be featured on all single pots, multipacks and trays of the Corner, Müllerlight and Müller Rice brands - has been created to provide a more consistent look across the Müller range and will significantly increase visibility when block merchandised in the chiller cabinet.
Blue has also been incorporated on the sides of the pot design as well as the lids to maximise standout on shelf.
The new Müller Dairy ‘Masterbrand’ re-launch programme, together with the Müllerlight activity, is a major element of the heavyweight £30m marketing spend across the Müller portfolio this year.
Lee Rolston, Müller Dairy’s marketing director, said: “A lot of shoppers find the yogurt fixture cluttered and confusing, it isn’t easy to navigate and it’s a bit of a chore to find your way around – we want to change that.
“The introduction of the iconic blue ‘Masterbrand’ packaging across the range will stop people in their tracks and really will make a tremendous difference to the appearance of the fixture.
“The stand-out of the Müller blue will act as a signpost for the category and is guaranteed to ‘disrupt’ shopper behaviour, but in a very positive way. When we put the blue block merchandising into a fixture in store as part of the development research, consumers welcomed the move saying that it will make it much easier to find what they are looking for, and that it would actually actively encourage them to browse the category and try more products from different sectors.
Lee Rolston says that this will have a significant and positive impact on the category as a whole as well as Müller Dairy’s sales: “Three quarters of households buy Müller brands – more than any other yogurt brand; Müller Corner is Britain’s favourite yogurt brand having higher levels of penetration than any other yogurt; Müllerlight is Britain’s top-selling fat free yogurt brand; and Müller Rice – purchased by almost a quarter of households – is the No 1 chilled pot dessert.
“It’s a great position to be in, but there’s still plenty of opportunity for growth in terms of frequency of purchase. We’re confident that the new Müller livery and the potential offered by block merchandising, a concept which has generated positive feedback from customers and consumers alike, will help grow the category as well as maximise the potential of our portfolio.”
Source: Müller Dairy
