Fresh milk and butter products, made by Müller from milk supplied by British farmers, are to be repackaged to feature the Müller brand more prominently, according to the dairy company.
Müller has also confirmed that in addition to being an Official Supporter of the British Athletics Team, it is to be the Official Milk of British Athletics. This will be communicated on pack in 2017.
As of December 1, 2016, a phased approach will see the introduction of Müller Milk and Müller Butter to the British market. Müller Cream will follow in March 2017, while Puriti and the One will also be redesigned and branded in a similar format.
The product and recommended retail price will remain exactly the same, and the new packaging will also retain the recognised cow print, although redesigned to make the pattern more prominent. The packaging will replace the existing Müller Wiseman Dairies brand.
The revamp is in line with Müller’s ambition to significantly grow the dairy category. It aims to unlock category growth of £470 million by 2020 in their fresh milk, cream and milk drinks business.
Michael Inpong, Chief Marketing Officer at Müller UK & Ireland said:
“We want Müller Milk to be one of life’s essential pleasures and under the Müller brand, this will allow us to explore various activities, such as exciting on-pack promotions.
“It is hugely exciting to become an Official Supporter of the British Athletics Team and the Official Milk of British Athletics.
“We really need to be shouting from the rooftops about the benefits of dairy, which contains essential minerals such as calcium and vitamins, and we will be doing everything we can to drive footfall to the dairy aisle.
“This is the latest step as we look to realise the untapped potential that exists within this amazing category. Watch this space!”
UK Athletics CEO Niels de Vos said:
“We are delighted to be partnering with Müller throughout 2017. Müller continues to find new ways to innovate and position its products and we are pleased that athletics will be part of their on-pack promotion in such an exciting year for the sport.”
Müller UK & Ireland
Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 12,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.
Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts under licence from Mondelez International. Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.
Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.
The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.