Press release -
Müller Yogurt & Desserts aims to continue category growth with FRijj on-pack promotion
Müller Yogurt & Desserts is targeting continued growth by harnessing recent positive results in the flavoured milk category, investing in on-pack promotion and a supporting multi-million pound marketing campaign.
This spring will see the return of the ‘mooing’ promotional bottle, giving 100 shoppers the chance to win £1,000 (or €1,000 in ROI) if they purchase a promotional bottle of Müller FRijj milkshake which makes the sound when opened. Promotional bottles will be available in major retailers and convenience outlets from Friday 7 April.
Following positive growth in the last year which has seen Müller FRijj outperform the flavoured milk category with 22% value growth, increasing its share of the flavoured milk market to 10.3%1, Müller Yogurt & Desserts intends to use the promotion and campaign to continue to drive this growth throughout 2023.
Toby Bevans, Strategy and Marketing Director for Müller Yogurt & Desserts, said: “We’ve seen some very positive growth in the flavoured milk category following our investments in Müller FRijj in 2022, and we want to build on those encouraging figures and drive even more sales and growth for our customers.
“We know from our research that the Müller FRijj ‘moo’ has a higher than average recall for shoppers, and we’re using that distinctive asset to enable us to continue the encouraging growth the brand has seen over the last year.
“Throughout 2023 we’ll continue to support the growth of our core brands, in particular our classics such as Müller FRijj, all while creating a level of excitement and promoting category growth.”
The mooing bottle promotion, which was a hit with consumers when it last ran in 2019, will be seen on promotional bottles of all five Müller FRijj flavours (strawberry, banana, chocolate, fudge brownie and cookie dough).
The promotion will run until September 2023 subject to availability, and will be supported by media investment in out of home, video on demand, radio, and at point of sale.
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs over 32,000 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 1,300 farmers in Britain.
Müller 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 be the partner of choice for its customers 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 which is the UK’s leading yogurt manufacturer which aims to create millions more Müller moments for its consumers. It is responsible for major brands like Müller Corner, Müllerlight, Müller Bliss, Müller Rice, FRijj and Müller Kefir Smoothie and produces chilled desserts under licence from Mondelez International. It also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
