The success of the trio of Müllerlight Greek Style fat free yogurts launched in March has prompted Müller Dairy to extend the range with the addition of a fourth variant – Luscious Lemon.
The new flavour aims to bring a new zest to the current line-up of three flavours.
Available from 18 August, the new Müllerlight Greek Style Luscious Lemon fat free yogurt – which has less than 90 calories per pot – will be supported by a high profile £3m marketing campaign turning the spotlight on the new flavour.
Like the original Müllerlight Greek Style fat free yogurt trio – Coconut with a hint of Vanilla, Morello Cherry, and Honeyed Peach – Luscious Lemon will also be packaged in 120g pots and will be sold in 4-packs with an RRP of £2.19.
There are 6 x 4-packs per shelf-ready tray.
Launch activity includes: a new edit of the 20-second Müllerlight Greek Style yogurt ‘Centaur’ TV ad to include reference to the new Luscious Lemon favour; flavour-specific press ads featuring the strapline ‘Delicious and fat free. It’s not a myth’; bespoke ads for slimming press titles; plus online and social media activity.
The move comes just five months after the arrival of the new Müllerlight Greek Style fat free yogurt sub-range.
More than 19 million pots were sold in the first 18 weeks of launch, and this has made a significant contribution to the 6.2% increase in total Müllerlight value sales in the latest 12 weeks.
Lisa Brazier, marketing manager for Müllerlight at Müller Dairy, said:
“Making Britain’s biggest fat free yogurt brand available as a Greek Style yogurt has brought some added impetus to the already buoyant Greek/Greek Style yogurt sector.
“Over the past year total Greek/Greek style yogurt sales grown by 29% and the sector as a whole is now worth £85m.
“Müller Greek Style yogurt Corner, which we launched last year, had already demonstrated the impact that bringing a mainstream brand can have on the growth of a sector – it now accounts for 29% Greek/Greek Style yogurt sales.
“This success led us to introduce Müllerlight Greek Style yogurt as we believed this would open up the sector further by attracting consumers who buy fat free yogurts, but didn’t purchase Greek style yogurts due to the lack of choice of fat free variants.”