Müller scraps Kellogg co-branding arrangement and signs up McVitie’s
Müller Dairy UK has scrapped its co-branded venture with cereal giant Kellogg after three years, and is launching a range of indulgent products in conjunction with United Biscuits brand McVitie’s.
Müller Dairy UK has scrapped its co-branded venture with cereal giant Kellogg after three years, and is launching a range of indulgent products in conjunction with United Biscuits brand McVitie’s.
It is not clear why Müller and Kellogg have scrapped the joint venture, but the tie-up with McVitie’s is in line with Müller’s plans to increase its share of the children’s yoghurt market. It is also thought that the range will appeal to women.
The McVitie’s products will form part of the Müller Corner range and will be co-branded as Mini Jaffa Cakes, Hob Nobs and Penguin. They are expected to go on sale in the next three weeks.
Müller launched its tie-up with Kellogg in January 2001, with three yoghurts co-branded as Coco Pops, Crunchy Nut Cornflakes and Frosties. The product was designed to promote yoghurt consumption at breakfast time, which is still an area of potential growth in the UK market.
Industry observers say that the tie-up with Kellogg has not worked as well as Müller hoped, but that the company may seek to develop similar products with McVitie’s under the McV a:m breakfast range, which was launched last year (MW March 27, 2003). The multi-million pound launch included eight different products, including muffins and cereal bites.
