Press release -
Müller targets convenience and wholesale sectors with price marked packs
Müller is targeting growth in the wholesale and convenience channels with the introduction of price marked packs on Müller Corner, the number one brand in the category[1].
The dairy company has optimised Müller Corner for the convenience and wholesale sector, with stacked packs which take up less room on shelves and reduce in store complexity.
It enables the nation’s favourite dairy brand[2]to continue tapping into increased demand for Müller Corner yogurts, building on a strong performance in 2020 which saw more sold during the first lockdown than in any period in the last three years[3]
The £1 price marked pack range[4], which is available from 1 April, consist of a two pack of Müller Corner Strawberry and a two pack of Müller Corner Vanilla Chocolate Balls.
The company’s FRijj brand, which is made using milk from British farms and now comes in a fully recyclable bottle and a long lasting ambient recipe, is also available in £1 price marked packs.
The move is in line with Müller’s strategy to add further inspiration to its core range of branded products, while targeting new and growing channels.
Jon Piper, Commercial Director at Müller Yogurt & Desserts said:
“We think there’s a big opportunity for the number one brand in the yogurt category to thrive within the convenience and wholesale sector.
“As we continue to grow and add further inspiration to the category, we need to create products that not only add taste to life and meet the needs of shoppers, but also multiple channels.
“In 2019 the Müller Corner range was +1.3%[5]on volume and last year it was +5.6%[6]. That’s because we have invested heavily in Müller Corner, shoppers value trusted brands, people are eating at home more and it’s a sub-sector with lots of growth potential.
“With our optimised price mark offering, we’re confident and excited in our approach, and believe this will deliver real value to our retailers within the wholesale and convenience channel.”
[1] Nielsen, year to December 26th 2020
[2] Brand Footprint – The British ranking of the most chosen dairy brands - https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[3] Nielsen w/e April 18th 2020
[4] Price is at the sole discretion of retailer
[5] Kantar 52we December 2019
[6] Kantar 52 we December 2020
Topics
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 1,600 farmers in Britain.
Müller is ranked at No.12 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 is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with 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 is a title partner for 12 world-class events throughout 2020, 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
