Muller has launched a new fat free dessert range called ‘Inspired By…’, which will be backed by a GBP1.5m (US$2.26m) ad campaign in the UK.
Muller said the range is being released following the success of its Limited Edition Lemon Cheesecake yoghurt, which was launched last autumn. It will now be replaced by a Summer Berries Limited Edition range.
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The ‘Inspired By…’ sub-range combines fat free yoghurt with cake pieces and contains 105 calories or less. The range will début with two lines – Strawberry Cheesecake yoghurt, and a New York Cheesecake flavour.
Müller Dairy’s Interim Marketing Director, Jonathan Dee, said: “Consumer research shows that ‘sweet break’ is the biggest snacking occasion opportunity. It accounts for almost a fifth of all snacking occasions, and there’s a lot more that yoghurt manufacturers could be doing to tap into this opportunity to encourage consumers to reach for a yoghurt rather than biscuits, cake or a chocolate bar.
The GBP1.5m campaign will include a 30-second TV ad for the new lines and a new consumer press campaign to run in women’s magazines and slimming titles.
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By GlobalData
