According to a spokeswoman, Müller Light’s image as a product for people on diets was starting to hamper it. “People are moving away from diet products. They’re looking at balanced diets, the positive aspect of food, rather than what’s been taken out of it,” she says.
The result is a repositioning of Müller Light, together with an expanded range, including blueberry and peach varieties.
Its low fat credentials remain (and will continue to be flagged up in selective marketing), but from the turn of the year £4.4m worth of promotions, including its first television commercials for 18 months, will concentrate on the product’s contents and taste as well as its high calcium and colour and preservative-free elements.
To assist with this packs have been redesigned, and shop-based promotions and tasting initiated.
“We’re not abandoning the dieting platform altogether,” said Müller UK’s marketing and R&D director Chris McDonough.
“We’ll still be communicating with dieters through slimming media and other specifically targeted marketing activity – it’s more about a change in emphasis to open up the brand to consumers who would reject Müller Light because they perceive it as being associated solely with diets and dieting,” he said.
2007 £106.3m
2006 £112.2m
yoy change -5.3%
