The number one dairy brand in the UK[1] has launched its first ever fat free SKYR yogurt, Müllerlight SKYR, supported by a new marketing and on pack campaign starring World Champion Heptathlete and Müllerlight brand ambassador, Katarina Johnson-Thompson.
Following the recent launch of Müller Corner Icelandic Style SKYR, which was the dairy company’s first ever SKYR product, Müller is continuing to target the SKYR market while shaking up the super thick yogurt segment.
With Müllerlight SKYR, the business is continuing with its strategy to add further inspiration to its core range of branded yogurts.
The thick and creamy tasting recipe contains 14g of protein per pot, the dairy company’s highest ever per portion. It is also fat free, contains 0% added sugar[2] and is 90kcal or less per pot.
Müllerlight SKYR is available in two 150g variants: strawberry & acai and salted caramel flavour, in Asda, Morrisons and Tesco from 12 October. The RRP is £1.25.
The new campaign featuring Katarina Johnson-Thompson, which will go live in early 2021, will include print advertising and social media.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“We know that consumers and customers are always looking for new and exciting products from well-known and trusted yogurt brands. As the nation’s favourite, and a consumer centric organisation, we’re working really hard to adapt and improve our Müllerlight range to meet changing shopper needs.
“We have had really positive feedback on our recent Müller Corner Icelandic Style SKYR launch, so we are confident in our taste-led approach.
“Müllerlight has had its challenges, but during a difficult period for the nation people looked for trusted and well-known brands, and ate more meals and snacks at home. We continued to heavily support our branded portfolio during this time and saw positive volume growth across our Müllerlight range[3].
“It is an iconic product within a competitive category, and with our first-class product innovation, capabilities and marketing campaigns, I’m confident that with this launch we can not only shake up, but grow the diet and low fat yogurt market.”
[1] Brand Footprint – The British ranking of the most chosen dairy brands – https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[2] Contains naturally occurring sugars
[3] 10% volume growth – Kantar, 12 w/e % change vs pre lockdown
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