Müller is overhauling its Müllerlight portfolio - giving it a sleek new look to up its appeal among style-conscious consumers.
Rolling out from 1 April, the new-look range features a new font and larger images and is designed to highlight the flavours and underline the health credentials.
The revamp, which extends to Müllerlight Greek Style, would build on the fat-free brand’s recently achieved 16% value market share - its biggest share in three years [Nielsen 52 w/e 19 January 2013], said marketing director Michael Inpong. “As the most successful brand in the category over the past 12 months, the chic redesign will freshen up the chiller cabinets.”
The word ‘Light’ was designed to look like lipstick in the mirror and tied back to the target market “which is weighted towards women and particularly those who are very fashion conscious,” added a spokesman.
In the past year, the Müllerlight portfolio grew 17.8% year-on-year to £149m [Nielsen Scantrack 52 w/e 16 Feb 2013] with sales “heavily driven” by the introduction of Müllerlight Greek Style, which hit shelves in March last year.
Since launch, 82 million pots have been sold, making it the biggest ‘Greek’ yoghurt brand [Nielsen MAT 16 February 2013].
Müller, is promoting the relaunch with insert cards alerting consumers to the new look throughout the next couple of weeks.
The new packs will be rolled out alongside old packs throughout next month.