Müller plans own-label fightback

Müller Dairies UK is making determined attempts to take on private-label rivals as it struggles to stem declining market share.

Müller Dairies UK is making determined attempts to take on private-label rivals as it struggles to stem declining market share.

In 2003, the Müller brand had 30.2 per cent of the market by value, but by last August it had slipped to 25.5 per cent. According to AC Nielsen, the adult yoghurt market grew by 5.6 per cent in the year to January 22. The Müller Corner brand grew by four per cent over that period, but Müllerlight sales fell by 5.5 per cent.

Observers say Müller lost share to own-label yoghurts last year and is preparing to fight back by slashing prices on key brands. It is understood that promotions will include deals such as three Müllerlight, Müllerice or Müller Corners for 89p, down from £1.09.

An industry insider says Müller appears to have lost its strategic focus over the past year, but adds that the promotions will “shake-up the category”. He says the company is not planning any new product development for the first half of the year so it can focus on core ranges.

Müller UK marketing director Chris McDonough denies that the brand is focusing solely on price promotion and adds that its new advertising strategy is about re-establishing the brand.

Müller has committed a significant amount of its £11m advertising spend to television.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here