Press release -
Müller brings retro trend to the yogurt aisle
Müller Yogurt & Desserts is harnessing the popularity of the retro trend with a new product launch, Müller Corner Originals.
The dairy company is continuing to expand and optimise its portfolio of products to meet more needs. To drive category growth, excitement and brand reappraisal, it is tapping into its iconic brand heritage by bringing back favourites from the last thirty years.
The first retro flavours to feature from the dairy company’s back catalogue will be Mississippi Mud Pie Inspired and Strawberry and Choc Orange Balls.
From September 6, shoppers in Asda, Morrisons and Sainsbury’s will be able to purchase Müller Corner Originals in single and multipacks. It is available to order from September onwards across most retailers.
The launch will be supported by a multimedia marketing campaign later in the year and new flavour varieties from the past will be introduced in 2024.
Müller Corner Originals represents the first product to be rolled out in Müller’s redesigned packaging.
The new designs make Müller’s branded packaging more cohesive, distinctive and easy to find and buy. It is being rolled out across all of the dairy company’s branded yogurts, desserts and drink products: Müller Corner, Müllerlight, Müller Rice, Müller Bliss and Müller FRijj.
Following widespread social media demand to bring back Müller Corner Mississippi Mud Pie Inspired, which originally launched in 1997, the business relaunched it in July within its original packaging. A campaign to drive awareness of the launch saw the brand dial up its iconic heritage with Magic Eye Inc® executions.
Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“Let’s jump back to 1997, construction started on the Millennium Dome, Harry Potter and The Philosopher’s Stone was published and Katrina and the Waves won Eurovision. This was also the year that Müller introduced Müller Corner Mississippi Mud Pie Inspired.
“We know that people are excited by all things retro. The proof is in the pudding, since we brought Müller Corner Mississippi Mud Pie Inspired back, the reaction has been incredible.
“Müller Corner is an icon in the yogurt world, and with a huge back catalogue of favourites for us to bring back, we want to use this to bring excitement, fun and some retro good times to the dairy aisle.”
Topics
Müller is one of the ten most chosen FMCG brands in Great Britain, and the most popular dairy brand. It is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients, which aims to build a better dairy future. It produces branded and private label fresh milk, cream, butter, milk drinks and ingredients products and boasts a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts, which aims to help put a smile on the nation’s face. It is responsible for major brands like Müller Corner, Müllerlight, Müller Bliss, Müller Rice, Müller FRijj and Müller Plant Based. It produces chilled desserts under licence from Mondelez International and also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
