Müller Dairy is taking Müllerlight into the burgeoning £73m Greek yogurt sector with the launch of a trio of fat free Greek style lines: Coconut with a hint of Vanilla, Morello Cherry, and Honeyed Peach.
The new lines make their debut in stores from early March.
The launch, which aims to replicate the success being achieved by the Müller Greek Style yogurt Corner range by opening up the sector to a broader base of consumers, is being backed by a £6m marketing campaign.
Support includes TV, press and outdoor poster advertising; online and social media activity; trial-generating price promotions and a one million pot sampling campaign.
Each of the three flavours is available in a single-flavour 4 x 120g pack format with an RRP of £2.19.
There are 3 x 4-packs per shelf-ready tray.
Outlining the potential opportunity to drive sales of both the Greek style yogurt sector and the Müllerlight brand, Müller Dairy’s Commercial Director, Colin Smith said:
“Our experience with Müller Greek Style yogurt Corner has shown that this sector is ripe for development and the success of Müller Greek Style yogurt Corner has demonstrated the impact that bringing a mainstream brand can have on the growth and development of a sector.”