Müller Dairy has become the latest fmcg giant to sign up for SCALA’s Fresh Connection challenge.

Fresh Connection, which has been running since 2010, sees teams from FMCG companies compete to run a virtual fruit juice company.

Teams play six rounds, each representing six months in the lifespan of a company. The team with the healthiest bottom line wins. Now Müller is back for 2012 – and is planning to snatch the crown from last year’s winner, Mars.

“Fresh Connection demonstrated to our team the value of collaborative relationships in the supply chain to drive successful commercial performance,” said Müller’s supply chain director Kevin Williams.

“The experience illustrated the significance of aligning supply chain objectives to a shared strategic vision by balancing critical business trade-offs and managing supply chain risk through calculated decision-making.”