Müller sub-range bridges children’s market gap

Müller is launching a sub-range to target 4 to 8 year olds to build on the success of its Muller Little Stars range.

The company says the Müller Stars range will bridge the gap between the company’s Little Stars range for younger children and its Müller Corner and Müller Rice adult ranges.

The Müller Stars 95g twin pot yogurts are available in three varieties, strawberry, peach and blackcurrant and designed to be ideal for lunchboxes.

The launch will be supported by a £1m marketing campaign including a four-month TV sponsorship on Children’s ITV and introductory price promotions.

The CiTV sponsorship deal includes 10-second idents running alongside programmes such as Horrid Henry, The Worse Witch and My Parents are Aliens in the prime after school 3pm-6pm slot on Mondays to Fridays during term-time, and in mid-morning and mid-afternoon at weekends and during school holidays.

Müller Dairy’s interim marketing director Jonathan Dee, says: “Müller Stars represents yet another incremental growth opportunity for the yogurt category by appealing to 4 to 8 year-olds. There is a clear opportunity for Müller Stars to fill and own that gap through a product and packaging design that has strong appeal to both mums and children, and the lunchbox opportunity for this brand is significant.”

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