Müller has extended its Müllerlight light product range following a period of growth at the dairy food brand.
Available From 8th March in three delectable flavour combinations, new Müllerlight Goodies is the first ever Müllerlight yogurt with a mix of delicious crunchy pieces on the side, bringing a whole new level of enjoyment, texture and taste to the sumptuous low-fat yogurt. And it’s even more irresistible as each variant of the indulgent, creamy-tasting and crunchy Müllerlight Goodies twin pot is an unbelievable 99 calories or less.
With branding and identity created by Coley Porter Bell the new Goodies sub brand is the first product within the Müllerlight range that uses a twin pot. To communicate this the agency was briefed to create a concept that clearly differentiates the brand from other products in the Müllerlight range.
The Müllerlight brand has already begun 2015 on a high, reaching the highest ever 4 weekly share of the Chilled Yogurt and Pot Desserts market of 9.4%, and highest ever retail sales value, selling £16.3m in the same period.
In 2014 volume sales reached over £360m at Müller, which equates to over £157m in value sales. The launch will be supported by above-the-line activity created by VCCP.
Michael Inpong, Chief Marketing Officer for Unternehmensgruppe Theo Müller, says: “The aim is that Müllerlight Goodies will capitalise on the success of the brand already this year. We know that consumers increasingly want new flavours and taste experiences, but aren’t prepared to compromise on fat or calorie content. New Müllerlight Goodies offers them the delicious Müllerlight yogurt they know and love, but now will a side of crunchy “goodies” in a handy twin pot – all low fat and 99 calories or less.”
Variants in the range are lemon yogurt with mini meringue style pieces, strawberry yogurt and white chocolate coated balls, and toffee flavour yogurt with chocolate coated balls for a satisfying crunch. Müllerlight Goodies will be available in single flavour 4 packs with an RRP of £2.69 per pack.