The nation’s favourite dairy brand[1] is looking to disrupt the diet and low fat yogurt market with Müllerlight Crunch, it’s new split pot range.
Available in two varieties, Müllerlight Crunch Flamingo Edition and Müllerlight Crunch Toffee Cheesecake Inspired, the launch is part of Müller’s continuing strategy to add further inspiration and excitement to its core range of branded yogurts, Müllerlight and Müller Corner.
Split pot yogurts are the fastest growing yogurt format[2] and research by the dairy company identified that consumers found ignoring food cravings, temptations and the desire to indulge as some of the biggest challenges to managing their weight[3].
Müllerlight Crunch contains low fat yogurt, which is made with milk from British farms, a side of crunchy inclusions and contains 98 kcal per pot. It is a source of protein, and is available in a six pack format, with one permanent flavour (Toffee Cheesecake Inspired) and one limited edition flavour.
Müllerlight Crunch Toffee Cheesecake Inspired (toffee flavour yogurt with biscuit crumble) is available in Morrisons now. This sku will also be available in Asda from 13th July, alongside Müllerlight Crunch Flamingo (strawberry yogurt with flamingo pink biscuit balls). The RRP is £3.
The launch is supported on social media and through an ongoing Müllerlight multimedia campaign.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“As a consumer centric business, we know that our shoppers are constantly seeking new flavours and formats which not only excite them and add taste to life, but suit their various needs.
“And consumers are telling us that things like indulgent treats and temptations are one of the biggest challenges, so we’ve worked really hard to find the right product proposition.
“Our new Müllerlight Crunch range is in the fastest growing yogurt format, it contains tempting crunch inclusions like flamingo pink biscuit balls, and it also contains 98kcal per pot.
“Müllerlight has had its challenges, but we are confident in our approach. We think that we have found the perfect solution for many shoppers, and we can’t wait to see the reaction.”
[1] Brand Footprint – The British ranking of the most chosen dairy brands – https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[2] Nielsen MAT to April 18th 2020
[3] Psychology of Weight Management, VCCP ignite
