Müllerlight is taking inspiration from sister brand Müller Corner with the launch of a new twin-pot format.
Rolling out to Asda from 8 March, with wider distribution to follow, Müllerlight Goodies are low-fat yoghurts with crunchy pieces on the side. The come in three flavours: lemon yoghurt with mini meringue-style pieces, strawberry yoghurt with chocolate-coated balls, and toffee flavoured yoghurt with chocolate-coated balls (rsp: £2.69 for a pack of four), and contain 99 calories or less.
The launch will be supported by a £5m media push across TV and press, and comes after Müller introduced the twin-pot format to Müller Rice last year with Rice Remix, which consists of a rice dessert and a choice of three fruit compote corners.
Müller’s chief marketing officer Michael Inpong said he hoped the launch of Goodies would build on a promising start to the year for the Müllerlight brand, which had seen it achieve its highest-ever share of the chilled yoghurt and pot desserts market at 9.4%, and its highest-ever retail sales value for the same period at £16.3m [Nielsen 4 w/e 31 January 2015].
Müllerlight was ranked third-largest yoghurt brand last year, registering £166.9m in sales, behind Danone’s Activia in second (£201.7m), and Müller Corner, with value sales of £220m [Nielsen Scantrack 52 w/e 11 October 2014].
“We know consumers increasingly want new flavours, but aren’t prepared to compromise on fat or calorie content,” said Inpong, who added he was not worried the product could potentially cannibalise sales of Müller Corner.
“Our entire yoghurt portfolio offers a range of choices for everyone,” he said. “Goodies is yet another option for those conscious of their calorie and fat intake, but aren’t willing to compromise on taste and pleasure.”
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