Muller is switching its attention to flagship yogurt brand Corners, with new packaging, a new multipack format and three new flavours out next month.
The activity follows the withdrawal of Muller's first Organics range (The Grocer, June 15, p53). The yogurt giant blamed "quality issues" but industry insiders suggested that poor sales were behind the decision.
The 15-year-old Corners brand ­ which accounts for almost one-fifth of the total UK yogurt market ­ will get a total of £5.2m in marketing support. The bulk will go on brand-specific TV commercials, backed by radio and press ads and sampling.
Brighter pack colours, new photography and a bigger, bolder Mí±²í¼¥r brand name are all aimed at boosting on-shelf impact, while the Crumble and Luxury sub-brands have been renamed as Dessert Corners.
New variants aim at adults, with Pink Grapefruit joining the Fruit Corners range and Lemon and Strawberry cheesecakes with crumbled digestive biscuit bases added to Desserts.
A new multipack of Fruit Corners ­ price-marked at £1.95 ­ is aimed at families.

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