Müller has given its Healthy Balance brand a £2m revamp and asked retailers to stock it next to other low-fat products, rather than with the rest of the Corner range.
The revamp, which includes a new recipe and pack design as well as an extra variant, will be backed by TV and consumer press campaigns during the summer. It forms part of a £10m marketing spend on the Corner brand this year.
The repositioning would boost awareness of the product among consumers of 'healthier yoghurts', Müller claimed, adding that it wanted to build consumption at breakfast, although it would also stress that Healthy Balance could be eaten at any time.
"It marks a step change in our approach to marketing Healthy Balance," said UK marketing director Chris McDonough. "We want to emphasise its healthy credentials - it is low-fat and all made from natural ingredients with bio-yoghurt."
The updated recipe features reduced-sweetness yoghurts. Golden linseeds, sunflower and pumpkin seeds have been added to the raspberry & cranberry granola variant, while the other varieties - strawberry granola and tropical granola - do not include seeds.
The products will continue to be packaged in Corner pots but the Healthy Balance branding will be more prominent.
The 135g pots will be packaged in cardboard sleeved twin-packs and trialled at £1 - 19p below their SRP. Shelf-ready trays will include six twin-packs.
In the past year, the brand has achieved value sales of £11.9m and sold 33 million pots [Nielsen,
52w/e 18 April].
The revamp, which includes a new recipe and pack design as well as an extra variant, will be backed by TV and consumer press campaigns during the summer. It forms part of a £10m marketing spend on the Corner brand this year.
The repositioning would boost awareness of the product among consumers of 'healthier yoghurts', Müller claimed, adding that it wanted to build consumption at breakfast, although it would also stress that Healthy Balance could be eaten at any time.
"It marks a step change in our approach to marketing Healthy Balance," said UK marketing director Chris McDonough. "We want to emphasise its healthy credentials - it is low-fat and all made from natural ingredients with bio-yoghurt."
The updated recipe features reduced-sweetness yoghurts. Golden linseeds, sunflower and pumpkin seeds have been added to the raspberry & cranberry granola variant, while the other varieties - strawberry granola and tropical granola - do not include seeds.
The products will continue to be packaged in Corner pots but the Healthy Balance branding will be more prominent.
The 135g pots will be packaged in cardboard sleeved twin-packs and trialled at £1 - 19p below their SRP. Shelf-ready trays will include six twin-packs.
In the past year, the brand has achieved value sales of £11.9m and sold 33 million pots [Nielsen,
52w/e 18 April].
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