Even in one of the toughest trading years in living memory, the top 10 yoghurt and chilled dessert brands spent £40.7m on advertising although this was a 24% reduction on the previous year.

The spends varied hugely from £11.1m for Danone Activia to £1,179 for Clandeboye Estate, but the top 10 most advertised products (dominated by Danone and Müller) accounted for 86% of advertising.

The most audacious increase in spend was Nestlé's £2.4m commitment to its Munch the Cow rebrand of Munch Bunch. This was accompanied by a nationwide bedtime story competition, fronted by Gail Porter. The brand was rewarded with a 14.0% year-on-year increase in value sales, after four years of decline [IRI 52w/e 20 February].

Müller has also upped its ante, striking a TV sponsorship deal for Müller Corner for the first time in the format's 21-year history. Under the deal, a series of idents will be screened during Deal Or No Deal over the next year.

"The longevity of the sponsorship means that one third of all adults will be exposed to the brand four times or more," according to Müller Dairy's marketing and R&D director Chris McDonough.

Focus On Yoghurts & Pot Desserts