UK – Muller has announced that it is launching new recipes for its Müllerlight and Müller Corner yoghurt brands, containing 9% less sugar, more protein with thicker and creamier texture.
The new variants were developed following the discovery of a new yogurt culture last year, which combines two yogurt strains: Streptococcus thermophilus and Lactobacillus bulgaricus species.
The new Mullerlight recipe is fat-free has a thicker and creamier texture, 0% added sugar, high in protein and suitable for vegetarians.
The new strain helps to reduce sugar content in its yoghurt range and this, together with removing all added sugar from its core Müllerlight range helps the company in reducing the total sugar content by up to 28%.
“We know that when Müller grows, so does the category,” said Michael Inpong, Chief Marketing Officer at Müller.
“So our overall approach is to continue strengthening our core brands, developing a leading private label proposition, and innovating to target the 46% of the category where we have limited or no presence.
“It’s our personal mission to make people happier and healthier by simply adding taste to life.
“We’re an established category leading brand, but we need to constantly refresh and reinvent ourselves to stimulate further category growth.
“This is a revolutionary milestone for our brand, and the category. We’ve created our best ever recipes, backed up by our biggest ever marketing campaigns, and we’re continuing to innovate on sugar reduction.”
Muller has also improved the new range with redesigned packaging, making it easier to identify flavours and health claims.
The relaunch will be supported with multimedia marketing campaigns featuring across billboards, print advertising and social media, also including new television adverts starring British sprinter Dina Asher-Smith and English athlete Katarina Johnson-Thompson.
The launch is part of the company’s £100 million (US$129 million) investment programme that aims to develop “a new generation of yogurt and dessert products” over the next three years to keep pace with changing consumer demands.
Last year, the company unveiled lactose-free and quark yogurts in the UK as part of the project to bring new products to the market.