Press release -
Müller targets digestive health market with new marketing campaign
Müller Yogurt & Desserts has launched a multimillion pound marketing campaign to showcase Gut Glory, its new gut health yogurt brand.
The campaign includes an advert that airs from 24 January until 7 March on TV, on demand and YouTube. To drive further trial of the big pot range, the brand is offering shoppers a ‘try me free’ offer[1]which allows Gut Glory shoppers to receive a full refund by filling out an online claim form.
A mixture of in-store activation and digital marketing will take place with Asda, Morrisons and Sainsbury’s, featuring digital 6-sheets, retailer aisle fins, and online digital banners. The campaign will also feature across social media and influencer collaborations.
Through the creation of a new brand with an irreverent tone and a contemporary and simple design, Müller intends to add excitement and inspiration to the digestive health yogurt segment.
Gut Glory is a creamy yogurt which contains live cultures, it is a source of calcium[2]and is made in Shropshire, England, using milk from British farms.
The Gut Glory range is available in two pack sizes. Shoppers can choose 450g big pots, available in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots, in Strawberry, Rhubarb and Peach & Mango with fibre.
Justin Cook, chief executive officer of Müller Yogurt & Desserts said:
“As we accelerate the development of our business, we intend to set the pace in the categories we serve and innovate to expand our reach, and with Gut Glory, there is a unique growth opportunity for an exciting and contemporary gut-health brand.
“We have developed a modern gut health brand that doesn’t just focus on the science, and our campaign reflects this.
“Our research suggested that potential new shoppers were put off by existing gut health options that were too functional, clinical or scientific, so our campaign is bold, irreverent, animated and fun, which should really help Gut Glory stand out from the crowd.”
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 26,000 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 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
