Kellogg and Müller in joint venture

Cereal giant Kellogg has joined forces with yogurt brand Müller to launch a new dairy product in the Corners range.

It is the first time either company has entered a joint venture centring on a new product. It will be aimed at people “on the go”.

The range will combine Müller Corners yogurt with Kellogg’s Crunchy Nut Corn Flakes – aimed at adults – and children’s brands Frosties and Coco Pops.

It will be available in supermarket chiller cabinets across the country from the end of January, in multipacks and single pots.

The roll-out will be backed by a poster and press campaign, created by Publicis, with media through Zenith Media.

Müller is the UK’s largest yogurt brand, with a 34.5 per cent share of sales in the market (AC Nielsen). Kellogg is the UK’s biggest breakfast brand with a 42.2 per cent share of sales in the cereal market (Information Resources).

Müller managing director Ken Wood says: “We are delighted to have formed this partnership with Kellogg. This is a major opportunity for both companies to significantly increase their markets.”

Kellogg marketing director Guy Longworth adds: “This is the first time that Kellogg has appeared in the chiller cabinet, so it’s a new direction for us.”