These are busy and exciting times for Müller. The yoghurt manufacturer is currently embarking on two major brand extensions catering for different age cohorts. Despite Müller's failed assault on the organics sector, both brands are likely to benefit from the company's brand strength forged over the last 15 years.

Targeted at the under fives, My First Müller Corner is rolling out across stores in the UK now. Müller claims the launch marks the first dual-pot product to enter the increasingly lucrative children's market and it is being viewed as a product bridging the gap in the market.

It will initially be available in two variants - strawberry and peach - to complement the vanilla fromage frais. Selling in multipacks of four 85g servings they will cost parental shoppers 89p. Money-off coupons will also be distributed to encourage product trial.

Müller has recognised the importance of creating 'dual appeal' when targeting tweenagers. With ads focusing on the product's health benefits, they are sure to attract the attention of mothers. Specifically, the high calcium content and absence of artificial colours and sweeteners are important selling propositions these days.

However, the marketing will undoubtedly evoke the pester power of the under fives who so often accompany parents when they shop for food. Packs will feature Müller 'helper men' characters, which were created by agency Design Bridge.

Design Bridge will also be working with Müller to promote a new range of premium yoghurts called Amore. With three variants - Italian Lemon, Spanish Orange and Walnut and Greek Honey - they are seen as a natural progression from its Corners brand, which has become mainstream because of constant discounting and long-term familiarity.

With these new product developments Müller is relentlessly cementing its position as the number one brand in the yoghurt market. To retain its leadership position it is important for the market leader to innovate. Müller seems to have found certain need gaps that exist in the yoghurt market. On the back of a strong brand reputation built over the last 15 years, Müller is likely to drive growth in this sector whilst retaining the all important market share.

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