Müller is giving its UK yoghurt portfolio a new look to highlight the Müller brand more prominently on packs and make Müller products stand out more in the yoghurt aisle.
At the same time, the company is reformulating its Müller Light fat-free yoghurts to be thicker and creamier, and introducing two new variants Coconut with Chocolate Sprinkles, and Mango and Passionfruit. It is also bringing back a lemon cheesecake variant, which was previously a limited-edition flavour, and making it permanent.
The new pack designs, which roll out across the mults on 1 August, will feature a larger Müller logo and dark blue colouring. By introducing a consistent look and feel across its products and acting more like a "master brand," Müller hoped to make the yoghurt category easier for shoppers to navigate, said marketing director Lee Rolston. "Yoghurt is a mess," he said. "Other categories can be navigated far easier by leading brands. You find soft drinks when you see Coke." In yoghurts, however, too many brands were using similar messages about health and provenance, and there was "nothing to signpost the category," he said.
As part of the redesign, Müller has revamped its shelf-ready packaging to give its products better standout. Rolston said the goal was to create a "block of blue" with its products in the yoghurt aisle. Many Müller shoppers did not currently realise how wide a range of products Müller offered, he added, and it was hoped the new design would encourage shoppers to try out other Müller products.
The first to get the new design will be Corner, Light and Rice, with Little Stars, Vitality and Amoré to follow.
Müller's reformulated Light yoghurts are also going on shelves on 1 August, with press ads running in August and September.
Rolston said Müller had decided to change the recipe after feedback suggested shoppers still thought there was a trade-off between taste and fat-free.
At the same time, the company is reformulating its Müller Light fat-free yoghurts to be thicker and creamier, and introducing two new variants Coconut with Chocolate Sprinkles, and Mango and Passionfruit. It is also bringing back a lemon cheesecake variant, which was previously a limited-edition flavour, and making it permanent.
The new pack designs, which roll out across the mults on 1 August, will feature a larger Müller logo and dark blue colouring. By introducing a consistent look and feel across its products and acting more like a "master brand," Müller hoped to make the yoghurt category easier for shoppers to navigate, said marketing director Lee Rolston. "Yoghurt is a mess," he said. "Other categories can be navigated far easier by leading brands. You find soft drinks when you see Coke." In yoghurts, however, too many brands were using similar messages about health and provenance, and there was "nothing to signpost the category," he said.
As part of the redesign, Müller has revamped its shelf-ready packaging to give its products better standout. Rolston said the goal was to create a "block of blue" with its products in the yoghurt aisle. Many Müller shoppers did not currently realise how wide a range of products Müller offered, he added, and it was hoped the new design would encourage shoppers to try out other Müller products.
The first to get the new design will be Corner, Light and Rice, with Little Stars, Vitality and Amoré to follow.
Müller's reformulated Light yoghurts are also going on shelves on 1 August, with press ads running in August and September.
Rolston said Müller had decided to change the recipe after feedback suggested shoppers still thought there was a trade-off between taste and fat-free.
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