Muller ‘Lead a Muller Life’

Müller was an original disruptor; launched into the UK short life dairy products market in 1987, a series of delicious products and innovative product design meant that by 1992 Muller was market leader and by 2004, they had 40% market share and 73% penetration. Now more than 170,000 Müller products are consumed every hour in the UK!

So the challenge wasn’t to recruit new consumers, but to persuade existing consumers to buy more. With a wide range of products, Müller needed a brand idea that sold both health-based yogurts and as well as more indulgent ones, in a market that was becoming increasingly health-obsessed. Read more…