Müller claims it has created “a dieter’s nirvana” with its first major piece of NPD since overhauling its marketing strategy, rationalising its portfolio and installing a new UK CEO.

The German dairy giant is expanding its £126m Müllerlight brand into Greek-style yoghurt following the success of a similar move with Müller Corner in 2010.

The new sub-range will come in three variants - coconut with a hint of vanilla, morello cherry, and honeyed peach - all of which will be sold in four-packs (rsp £2.19 for a pack of four 120g pots).

The launch will be backed by a £6m campaign that includes TV, press and outdoor ads as well as online and social media activity, and a one million pot sampling campaign. Products will go into stores on 5 March.

Commercial director Colin Smith said Müllerlight Fat Free Greek Style combined the “thick and creamy indulgence” of Greek-style yoghurt with the “great taste” associated with Müller to create a “dieter’s nirvana” of being great-tasting and fat-free.

Greek and Greek-style yoghurt has been performing strongly in recent months, with total sales up 44% year-on-year [Kantar Worldpanel, September 2011]. Müller claims much of the sub-category’s success is down to the launch of Müller Greek Style Corner. According to research it commissioned from The Oxford Research Agency, the category would have achieved only 15% growth without Müller Greek Style Corner.

The launch of Müllerlight Fat Free Greek Style comes after a string of embarrassing NPD failures for Müller - Müller Milk, Müller Rice Indulge and Müllerlight big pots have all been pulled from shelves in the past 12 months - and marks a more cautious approach to NPD.

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