Müller® UK is embarking on a new venture for Britain’s best-selling yogurt brand1 with the launch of its first limited edition Fruit Corner® yogurt.
Black Cherry and Dark Chocolate has joined the existing line-up of 18 Corner variants for a limited period, and its arrival marks a new chapter in the brand’s 20-year history by becoming the first in a series of limited edition Corner® lines planned by the UK’s leading yogurt manufacturer1 in the months ahead. The launch also breaks new ground by being the first Fruit Corner® to incorporate chocolate within the yogurt.
The 175g Black Cherry and Dark Chocolate pots are clearly differentiated from the regular Müller® Corner® portfolio by not conforming to the colour ‘coding’ introduced as part of the packaging redesign in June when each of the three sub-brands was given its own new livery – green for Fruit Corner®, mid- blue for Crunch Corner® and light blue for Corner® Healthy BalanceTM.
The dominant colour for the Black Cherry and Dark Chocolate packs is a deep, rich cherry which complements the cherries and chocolate photography featured on the pack. A ‘Limited Edition’ stamp is also prominently displayed on the lids.
Chris McDonough, Müller UK’s Marketing and R&D Director, reports: “We have developed a programme of original limited edition lines which will keep bringing new impetus to the Müller Corner brand, which continues to outperform the short life dairy products category1. With the first launch in the limited edition range we wanted to offer consumers a unique flavour experience with a luxury, adult feel and Black Cherry and Dark Chocolate fits the bill perfectly.
“Black cherry was one of the preferred choices which emerged during our consumer research. It’s a fruit which has a distinctive and more sophisticated taste which appeals to adult palates, and having the chocolate in the yogurt is something that we don’t have in any of our other Corner yogurts. The packaging has also been designed to reflect the indulgent and adult appeal of the brand.”
New limited edition Black Cherry and Dark Chocolate is available in a single flavour (12 x 175g) case and provides a perfect lunchtime or snack solution for workplaces, universities, hospitals and other vending sites.
http://www.muller.co.uk/
1 IRI GB Value MAT w/e 12.7.08
2 TNS Worldpanel 52 weeks w/e 12.7.08
