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Müller encourages shoppers to ‘have it all’ with biggest ever Müllerlight campaign

Press release -

Müller encourages shoppers to ‘have it all’ with biggest ever Müllerlight campaign

Müller Yogurt & Desserts is targeting category growth with its biggest ever Müllerlight marketing campaign.

As the business continues to add inspiration to its core range of branded yogurts, the new multi-million pound Müllerlight marketing campaign reminds shoppers that with Müllerlight, they don’t have to suppress their cravings, they can have it all.

The Müllerlight range, which is available in various indulgent flavours, is thick and creamy tasting but is also fat free, 99kcal or less, contains 0% added sugar[1], and is high in protein.

A new television advert, which marks the first in a series of seven inter-connected new adverts, stars World Champion Heptathlete and Müllerlight brand ambassador, Katarina Johnson-Thompson.

To highlight the flexibility of Müllerlight, each advert will feature a different eating occasion that the product can fulfill. The first advert focuses on breakfast, with lunch, snack, late night treat and on-the-go to feature in future installments.

European Champion and Müller brand ambassador Laura Muir will also feature in the campaign.

The campaign launched on TV and online on May 3rd and heroes Müllerlight Smooth Toffee flavour yogurt, which is the brand’s bestselling single SKU.

The major marketing drive also includes a large product sampling campaign, which will see 400,000 pots sampled throughout the summer months. It will also feature on selected Müllerlight packs, on social media, influencer collaborations, in-store activations and via a designated micro-site, which includes behind-the-scenes films.

Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:

“Müllerlight is one of the nation’s favourite yogurt brands because it offers guilt-free flexibility. It is fat free, contains 0% added sugar[2]and is high in protein, so if people are craving indulgent flavours at breakfast, lunch, dinner or as a snack, they can do so guilt free.

“Müllerlight shoppers can really have it all, and that’s the message we’re trying to land with this campaign.

“It may be a competitive category, but this is an iconic product and we see potential for growth by broadening the appeal to new audiences and eating occasions. We have recently seen volume sales of Müllerlight up 6%[3], so we have reason to believe that we can stabilise, shake up and then grow the diet and low fat market – especially when we factor in our biggest ever marketing campaign and an exciting NPD and limited editions pipeline.

“It is the most penetrated yogurt brand in the market[4], we have an established audience to engage with and our NPD continues to bring new shoppers to the brand[5], so we are confident and excited in our plans.”


[1] Müllerlight core range. Contains naturally occurring sugars

[2] Müllerlight core range. Contains naturally occurring sugars

[3] Nielsen, latest 6 months to 27/03/21

[4] Kantar to 21/03/21

[5] Kantar WPO 52 we 21/02/21

Subjects


Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,500 farmers in Britain.

Müller is ranked at No.17 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients aims to be Britain’s private label dairy leader and produces branded and private label fresh milk, cream, butter and ingredients products. It boasts a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland and has been title partner for 16 world-class events since 2016, with more to come throughout 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.

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Jack Gorman

Jack Gorman

Press contact Senior Communications Manager

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