Yogurt giant Müller has raised fears that excessive price promotion is damaging the yogurt sector.

UK MD Ken Wood said there was an overload of promotion in 2003 which was “driving value out of the market”.

Last year two of the biggest dairy players joined the short life dairy products sector when Nestlé bought Ski and Danone purchased Shape. They led the aggressive pricing, but Müller’s SLDP report claims the tactic failed to lead to impressive value growth for either.