Müller® UK is boosting the appeal of Britain’s biggest selling and most popular yogurt brand1/2 with a fresh new look, being introduced across the entire portfolio of 18 different Müller® Corner® varieties.
New, simplified designs, which give a fresher, modern, more natural feel to the brand, are being rolled out on all Corner® single pots and 6-packs.
While one of the aims of the Corner® re-design is to create greater synergy across the Corner® family, each of the three sub-brands has been given its own new livery – green for Fruit Corner®, mid- blue for Crunch Corner® and light blue for Corner® Healthy BalanceTM. This will provide greater impact, enable consumers to differentiate between the three lines more easily, and re-establish Corner® as the signpost for the category.
Chris McDonough, Müller® UK’s Marketing and R&D Director, says: “Müller® Corner® is a brand selling 473 million pots a year with a retail value of £177.7 million; is the 15th biggest grocery brand(3); is bought by 42 per cent of households making it the country’s most popular yogurt brand(2); accounts for almost one in five adult yogurt sales(1); five out of the Top 10 yogurt brands are Corner® variants1; and around 15 of our Corner® products are eaten every second in Britain(2).
The pack redesigns form part of an £8.5 million marketing spend behind the Müller® Corner® brand in 2008 which includes a high profile TV and radio advertising campaign which is on air throughout most of the year as well as national sampling activity during the summer.
1 Source: IRI GB Value MAT w/e 19.4.08
2 TNS Worldpanel 52 weeks w/e 23.3.08
3 Source: AC Nielsen MAT 29.12.07
http://www.muller.co.uk/
