Müller goes de Luxe with its latest Corner

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Its acquisition of the Minsterley factory last year signalled its intention to go big in desserts, and now Müller is ramping up its presence in the chilled desserts category with an indulgent sub-brand for Corner.

The yoghurt portion of the new Müller de Luxe Corner split pots contains yoghurt made with whipping cream and layered with dark chocolate or fruit, while the ‘corner’ contains dessert-style “malt balls” or “biscuit pearls” covered in chocolate and yoghurt.

The range rolls out to the mults next week, and comes in four variants - Marc de Champagne, Coconut Dream, Crème Praline and After Dinner Mint (rsp: £1.69). Müller will also offer a selection pack containing all four flavours.

Müller de Luxe Corner was being launched in response to increased consumer demand for indulgence in the yoghurt and pot desserts category, said marketing and R&D director Michael Inpong.

“De Luxe Corner will build on the success of the Müller Corner brand by introducing a luxurious edge to capitalise on the treat appeal consumers increasingly crave,” he added.

Last June, Müller bought the Minsterley desserts factory from Greencore for £4.3m in cash plus stock in a bid to extend its presence in pot desserts.

Minsterley already produces Cadbury desserts under licence, and Müller is expected to announce the launch of branded Müller desserts made at Minsterley shortly. However, the new Corner yoghurts will be made at Müller’s main Market Drayton plant.

In an interview with The Grocer last year, Müller UK & Ireland CEO Ronald Kers identified desserts as a key growth opportunity and said he wanted to reposition the Müller portfolio more towards indulgence than health.

Readers' comments (6)

  • Eating a new Muller Corner Marc de Champagne yogurt as we speak, it's gorgeous and lives up to the promises on the packet (I have not seen any advertising, just saw them new in at Sainsburys.) It is quite rich but the taste is heavenly, I will buy more although I suspect the calorie count is best not looked at if you are on a diet.

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  • I don't like yogurt...........really I don't,
    but these desserts are absolutely sumptious and I cannot get enough of them. Just filled my fridge with 12 of them.

    absolutely gorgeous xx

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  • im speechless...unbeatable taste....absolutely love the new taste of Muller Corner Deluxe Yogurts....i've a full fridge of them now :)))

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  • Hi I have just bought muller de luxe corner coconut dream double dream we have got to say completlely tasteless so sorry to say this packaging great taste very very disappointing nothing there at all.

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  • Ive just had one of the after eight ones and it is truly disgusting.

    As bad as an unhealthy yoghurt could possibly be,

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  • I had a praline and after dinner one and did not like them at all. Combination of flavors don't seem to mix well with the yogurt.

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