Müller Yoghurt & Desserts is relaunching its Muller Light yogurt, repositioning the brand to meet consumer desires for more “positive and uplifting options” within the segment.

The reformulated yogurt range is thicker in texture and will include added vitamin B6 to help with the reduction of tiredness and fatigue, and vitamin D, which supports the normal function of the immune system.

Jon Piper, commercial director for Müller Yoghurt & Desserts, says the repositioning of Muller Light will be “key in reigniting the fire behind the brand and the entire category”, which has been in decline.

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“With the turnaround we’ve seen for Müller Corner in the last year, with value growth of 15% [according to Circana data], we’re confident this repositioning of Muller Light will drive category growth for retailers by bringing new and previous consumers back to the brand,” adds Piper.

Having spent the past year reviewing the Müller Light range, the brand will take the new recipe and design to market on 20 June, accompanied by a multimillion campaign expected to reach 95% of the UK population.

We’re confident this repositioning of Muller Light will drive category growth for retailers by bringing new and previous consumers back to the brand.

Jon Piper, Müller Yoghurt & Desserts

Three masterbrand adverts are already live, with a fourth set to launch later this summer. The campaign will also run across other key media including OOH, radio and online.

By highlighting the brand’s reformulated recipe with a focus on health and added vitamins, the hope is to “optimise” the branded portfolio and encourage growth in its core ranges.

The new design will also feature across the brand’s Greek style and dessert ranges, continuing the rebrand, which has been rolled out across all of its sub-brands in the last year.