muller corner npd

Müller has overhauled the recipe of its Corner range amid falling sales, but has chosen not to cut sugar content.

The dairy giant announced this week it was re-launching its Crunch Corner and Fruit Corner SKUs with a new recipe featuring “thicker, creamier-tasting” yoghurt.

Despite mounting pressure on yoghurt makers to reduce sugar, however, it confirmed sugar content in the products would remain the same.

“The new Müller Corner recipe does not contain any less added sugar than the old recipe,” said a spokeswoman. “The reformulation comes as a result of consumer feedback and a desire to challenge ourselves to change and constantly improve.”

However, she stressed Müller remained “committed to reducing added sugar” across its UK & Ireland portfolio.

“We have already embarked on a group-wide project to address this, and we take our responsibility seriously as market leader,” she said, adding the company had “exciting plans” in place for 2016 and beyond.

Sales of Müller Corner, the UK’s number one yoghurt brand, dropped 5.4% last year to £203m, with volumes down 4.9% [52 w/e 2 January 2016].

Rolling out from 21 March, the refreshed Corner range will feature “eye-catching” new pack designs depicting pots being enjoyed “at home or on the go”.

The launch will be backed by a new TV ad featuring brand ambassador Nicole Scherzinger. Hitting screens from April, the ad will run throughout the year.