German dairy group Müller is aiming to stand out in the UK’s “cluttered” yoghurt aisle with new packaging for its core products.
The company will introduce updated packaging for its “key” brands – Corner, Müllerlight and Müller Rice – next month.
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Müller has also decided to relaunch Müllerlight with a “thicker and creamier recipe” and two new flavours. The company has added a mango and passionfruit yoghurt to the Müllerlight line and introduced a “limited-edition” coconut with chocolate sprinkles product. It also plans to bring back the lemon cheesecake yoghurt to the Müllerlight range.
The moves are part of GBP30m (US$48.4m) of marketing investment across the Müller portfolio this year.
Blue has been chosen as the new “signature” colour for the range and the redesign also gives more emphasis to the Müller brand.
Lee Rolston, Müller Dairy UK’s marketing director, said: “A lot of shoppers find the yoghurt fixture cluttered and confusing, it isn’t easy to navigate and it’s a bit of a chore to find your way around – we want to change that.
“The introduction of the iconic blue Masterbrand packaging across the range will stop people in their tracks and really will make a tremendous difference to the appearance of the fixture.”
Rolston argued that the changes that Müller has made to its packaging would help sales grow across the category.
“The stand-out of the Müller blue will act as a signpost for the category and is guaranteed to disrupt shopper behaviour but in a very positive way,” he said.
“When we put the blue block merchandising into a fixture in store as part of the development research, consumers welcomed the move saying that it will make it much easier to find what they are looking for, and that it would actually actively encourage them to browse the category and try more products from different sectors.”
He added: “Three quarters of households buy Müller brands – more than any other yogurt brand. It’s a great position to be in, but there’s still plenty of opportunity for growth in terms of frequency of purchase. We’re confident that the new Müller livery and the potential offered by block merchandising … will help grow the category as well as maximise the potential of our portfolio.”
