German dairy group Müller has revamped its Vitalilty range in a bid to reverse a slump in sales.
According to Nielsen data, sales of Müller Vitality yoghurt drinks fell by GBP9.7m (US$15.2m) to GBP11.9m in the year to 1 October. Sales of Vitality yoghurts dropped by GBP3.5m to GBP10.5m.
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The revamp will see Vitality yoghurts feature the blue Müller pack designs launched across Müller Corner, Müllerlight and Müller Rice in July.
As part of the revamp, the dairy firm has added a limited-edition four-pack toffee variant to the range and a permanent six-pack yoghurt drink line. Müller said toffee will replace the cherry yogurt variant and the peach yogurt drink.
Müller said the new toffee flavour also differentiates Vitality from its competitors, refreshes the range for existing consumers and has the potential to attract new users.
The four-pack 125g toffee pots will be available from 23 January for an RRP of GBP1.58 and the six-pack 100g toffee drinks will have an RRP of GBP1.99.
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By GlobalDataThe company added that the Vitality yoghurt drink has a younger consumer profile than other yogurt drink brands and Vitality yoghurt has a higher percentage of sales through households with children than yoghurt overall.
