UK: Muller revamps Corner yoghurt line
Muller has introduced a “creamier tasting, thicker” yoghurt recipe for the five Fruit Corner variants
Muller Dairy has revamped its Corner yoghurt range in the UK to include a new recipe, a change in its six-pack combinations and a packaging redesign.
This is the first phase in what Muller claims is a "major programme" to revamp the brand, and will see the launch of a campaign to support the move this month.
As part of the initial drive, Muller has introduced a "creamier tasting, thicker" yoghurt recipe for the five Fruit Corner variants, and the six packs are also being reconfigured to include two rather than three flavours.
The packaging redesign retains the blue colour associated introduced last year when Muller last changed its packaging.
However, the new packaging brings back the "peel back" graphic to show pictures of the fruit, granola or confectionery content of the pots in order to enable consumers to differentiate the content of the packs more easily.
Earlier this year, Muller expanded its yoghurt range with the launch of a trio of "fat free" Greek style yoghurts in the UK.
Müller Dairy has unveiled the first phase of a major programme which emphasises the delicious appeal of Müller Corner - Britain's favourite yogurt brand1.
The Corner campaign gets underway this month (November) with evolutionary new pack designs; a new recipe for the Fruit Corner range; and new flavour mixes for Corner six-packs.
The new packaging retains the striking blue colour now associated with the Müller brand, and brings back the ‘peel back' graphic to reveal photographs of the succulent fruit, crunchy granola or indulgent confectionery content of the pots and enable consumers to differentiate the content of the packs more easily.
As part of the initial drive, Müller Dairy is also introducing an indulgent new delicious creamier tasting, thicker yogurt recipe for the five Müller Fruit Corner variants, and the Corner six-packs are also being reconfigured to include two rather than three flavour variants.
Michael Inpong, Müller Dairy's Marketing Director, says: "More consumers - 44% of households1 - buy Müller Corner yogurts than any other yogurt brand, and our ambition is to reinstate Corner as the country's biggest-selling yogurt brand.
"This first phase is evolutionary. The blue packaging introduced last summer achieved the key objective of creating stand-out in the chiller and we are now fine-tuning the design introducing more quality cues and capturing the delicious taste and that indulgent moment of pleasure consumers associate with the Corner brand."
Turning to the new recipe for Müller Fruit Corner, Michael Inpong says: "Taste and product quality has always been at the heart of the Müller brand's DNA and the new Fruit Corner recipe produces a thicker yogurt with a creamier taste to tap into the growing indulgence trend by delivering that ‘Müllerlicious' moment."
Explaining the rationale for switching from three flavours to two in the Müller Corner six-packs, Michael Inpong says: "Consumer research revealed that in each of the six-packs there tends to be one flavour which is more polarizing than the other two variants, and this can reduce the propensity to purchase. Focusing on the two most popular lines in the six-pack will remove this barrier."
Michael Inpong concludes: "These are the first steps to Corner regaining brand leadership, and we plan to accelerate the growth of the Corner brand in 2013 with a strong marketing support focusing on innovation and a new high profile media campaign."
There will be no change to the RRP* or pot sizes. The RRP* of Müller Corner single pots remains at 64p and the Corner six-packs RRP* is £3.59.
Original source: Muller Dairy
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