Müller UK has embarked on an overhaul of its premium Amoré yoghurt brand, including new packaging, new flavours and a move to natural ingredients.

Backed by a GBP1.4m (US$2.77m) marketing campaign, the launch will get underway this month when the new pack design and two new flavours are rolled out.

The relaunch is designed to move the brand away from its continental positioning, the dairy group said, by replacing its Italian lemon and strawberry flavour and its French vanilla option, with a dark chocolate flake and a strawberry variant.

The move to use natural ingredients comes as consumer demand for luxury yoghurts and desserts continues to increase, Müller added.

Chris McDonough, marketing and R&D director of Müller UK, said: “This forms part of our on-going portfolio development strategy which is to use natural ingredients wherever possible, without compromising on taste.”

All Amoré yogurts produced from 7 April will be made from natural ingredients.

In addition to sampling activity, the GBP1.4m relaunch will include a consumer press advertising campaign which is scheduled to break in June.

Launched in 2003, Amoré sales have grown by 20.5% in the last year, Müller said.