Müller launches campaign for reformulated Greek-style range

From:FoodBev

Müller Yogurt & Desserts has launched a national multimedia campaign in the UK to support its reformulated Müller Light Greek-style yogurt range.

Rolling out across all existing flavours, the improved recipe will remain fat-free and is now free from added sugar, reducing the total sugar content by over 20%.

In addition, 500g Müller Light Greek-style big pots will be launched into most retailers by February 2017. The fat-free recipe now contains no added sugar and is initially available in three flavours: luscious lemon, coconut and vanilla, and skinny latte.

The national multimedia campaign will include a new TV advertisement, as well as digital and print advertising, and will seek to help it capitalise on £230 million’s worth of growth potential that Müller has identified within the chilled yogurts and potted desserts category.

Müller chief marketing officer Michael Inpong said: “As the number one brand in the chilled yogurt and potted dessert 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 Müller Light 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.

“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.”

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