Müller UK is set to relaunch its Vitality yogurt and drinks brand following research into consumers’ attitude towards functional yogurts and drinks.
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The GBP2.5m (US$4.9m) relaunch package, which is being rolled out from today (7 July), will include new recipes and a new pack design, along with consumer press advertising and in-store sampling.
The brands’ ‘Keeps your tummy working like clockwork’ message is reinforced visually through the graphics for the new pack designs, which focus on the health benefits of Vitality and feature a trio of different size cogs working in unison.
Each cog is etched with the word “prebiotics”, “probiotics” and “digestive health”.
At the same time, Müller has removed Omega 3 from the Vitality brand as the research revealed that consumers found the inclusion of Omega 3 in yogurts confusing.
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By GlobalDataIn reviewing the packaging as part of the relaunch, the company has also taken the step of reducing the size of the Vitality yogurt pots from 150g to 125g in a bid to bring the brand in line with other functional yogurt propositions in terms of calorie, fat and sugar content.
Chris McDonough, Müller UK’s marketing director, said: “The relaunch of Müller Vitality is all about revitalising the sector and providing consumers with a motivating and credible reason to buy functional yogurts and yogurt drinks.”
McDonough added: “We believe it was the right move to incorporate Omega 3 in Vitality in 2005 when there was a surge in demand for products enriched with Omega 3 and it has contributed to the brand’s success over the last three years. But the category has moved on considerably, consumers are now more aware of other foods where they can obtain their intake of Omega 3 and having Omega 3 as an ingredient in Vitality is not a key requirement for the vast majority of yogurt [and] yogurt drink consumers.”
