Trade News
Müller® Healthy BalanceTM Re-Launch Highlights Great Taste & ‘Good For You’ Attributes
Müller® UK is stepping up the profile of its Healthy BalanceTM Corner® brand with a £2 million re-launch package which will introduce a new pack design, a new recipe and a new variant - all of which will have the backing of a new bespoke TV, press and online advertising campaign.
The re-launch signals a significant upweight in investment and a new strategic direction for the Corner® sub-brand as Müller® UK is also recommending that foodservice operators position Müller® Healthy BalanceTM Corner® alongside other low fat yogurts in a move to reinforce Müller® Healthy BalanceTM Corner®‘s position as a healthier, low fat product and to raise awareness of the brand amongst ‘healthier yogurt’ consumers.
While Müller® Healthy BalanceTM Corner® will continue to be packaged in the unique Corner® pots, the Corner® branding will be more discreet with the focus being on the Müller® Healthy BalanceTM name and the brand’s credentials as a low fat, bio yogurt all from natural ingredients.
The Müller® Healthy BalanceTM Corner® recipe has been adjusted to reduce the sweetness of the yogurt. Sunflower seeds, pumpkin seeds and golden linseeds are also being included in the Raspberry & Cranberry variant. There are three varieties in the new line-up – Strawberry Granola, Tropical Granola and Raspberry & Cranberry Granola.
Müller® UK is also using the re-launch as an opportunity to develop Müller® Healthy BalanceTM Corner® usage occasions. The primary focus will be on building consumption at breakfast-time – emphasis is being placed on the inclusion of granola as well as the brand’s bio yogurt and natural ingredients credentials – but text on the packaging also aims to promote broader usage by suggesting Müller® Healthy BalanceTM Corner® can also be consumed as a healthy snack at any time of day.
The 135g Müller® Healthy BalanceTM pots are packaged in two’s in a new cardboard-sleeved twin-pack. Featuring a striking red as the predominant colour in the new design, the sleeved packs have a strong visual impact and great standout in the chiller cabinet.
Chris McDonough, Müller® UK’s Marketing and R&D Director, says: “The re-launch marks a step change in our approach to marketing Müller® Healthy BalanceTM. We introduced Müller® Healthy BalanceTM as a Corner® sub-brand offering consumers a low fat option under the Corner® brand umbrella, but many consumers currently think that Müller® Healthy BalanceTM is simply a different flavour choice within the Corner® range.
“Through the re-launch we want to emphasise the healthy credentials of Müller® Healthy BalanceTM Corner® – the fact that it is low fat and that it’s all from natural ingredients with bio yogurt. Merchandising Müller® Healthy BalanceTM Corner® alongside other low fat yogurts will help reinforce this message and bring Müller® Healthy BalanceTM Corner® to the attention of consumers who shop this part of the fixture.”
Generating annual retail sales of £10.4 million, Müller® Healthy BalanceTM currently sells just over 28.5 million pots a year.1
A range of Müller® products, including mixed case options, is available through the majority of Foodservice chilled wholesalers, including Brakes, 3663 and DBC.
1 Source: Nielsen Scantrack GB MAT w/e 8.8.09
Müller® UK Telesales contact number: 01630 698600
Müller® is the UK’s number one yogurt brand with a 34% value share of the total yogurt market Nielsen Scantrack 52 MAT w/e 8.8.09 www.mullerdairy.co.uk
Issued on behalf of Müller Dairy (UK) Limited
Tel: 01630 692000
Press enquiries, please contact: Shirley Braithwaite, Newshield PR.
Tel: 020 3008 8520 e-mail: shirley@newshieldpr.co.uk
