Müller is to kick off a £9m overhaul of its Corner portfolio with the launch of a new Greek-style sub-range.

The range comprises black cherry, honeyed apricot and summer fruits flavours (rsp: 54p), and is made with more concentrated milk, creating a thicker, richer yoghurt, according to Müller.

Combining both health and indulgence, it would open up the Corner brand to a new consumer base, said Jonathan Dee, interim marketing director.

"People who buy [traditional] Greek yoghurt will still want to buy it. What this does is open up a new marketplace in a new part of the category."

Müller has set an annual sales target of 50 million pots for the Greek range.

The company will also refresh the packaging of its existing Fruit Corner and Crunch Corner variants to bring them in line with the new Greek range and the recently relaunched Bio Yogurt Corner. All four sub-ranges will feature new 'Corner' branding in the top right corner of the lid.

A new ad for the Greek range, featuring a voice-over by John Hurt, will break at cinemas and on television from 24 May. It will emphasise Müller's links with its farmer suppliers and highlight the quality of the yoghurt.

"We wanted to create something that was disruptive, creative and that would get yoghurt back at the heart of Müller," said Dee.

A website will also be launched and there will be digital escalator panel ads in London Tube stations.

Müller hopes the realignment will encourage retailers to stock all Corners together in one block. Müller Corner sales hit £226.9m in 2009 [Nielsen].

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