Mullerlight Launches New Limited Edition
The decision to roll out a second Müllerlight chocolate variant in a single pot has followed the runaway success of both the single pots of Müllerlight Vanilla with Chocolate sprinkles and the chocolate trio 6-packs launched in the New Year.
26 Nov 2009 --- Müllerlight, Britain's biggest selling fat free yogurt brand, is launching two new lines to ring the changes in the yogurt fixture in the lead up to Christmas.
The first of the two new pots to hit the shelves is Müllerlight Lemon Cheesecake yogurt - the third in a series of Müllerlight Limited Edition flavours - which is being rolled out to the trade this week.
This will be followed at the beginning of December with the launch of Müllerlight Vanilla with Chocolate sprinkles and a Black Cherry underlayer in single pots.
Prior to being launched in single pot, Müllerlight Vanilla with Chocolate sprinkles and a Black Cherry underlayer has only been available as part of the Müllerlight with Chocolate Sprinkles confectionery selection 6-pack which was launched in January this year.
The decision to roll out a second Müllerlight chocolate variant in a single pot has followed the runaway success of both the single pots of Müllerlight Vanilla with Chocolate sprinkles and the chocolate trio 6-packs launched in the New Year.
In just 10 months, the chocolate 6-pack is now the biggest selling of the Müllerlight 6-packs accounting for 10% of total Müllerlight sales1, while Müllerlight Vanilla with Chocolate sprinkles has become the fourth best-selling flavour in the Müllerlight single pot range2.
Müllerlight Lemon Cheesecake yogurt is being supported by a consumer press campaign in weekly women's magazines in December, with new ad executions for the Müllerlight Vanilla with Chocolate sprinkles and a Black Cherry underlayer running in women's magazines and on posters in gyms and in fashion stores' fitting rooms in January. The ad campaigns form part of a £7.5 million spend behind the Müllerlight brand.
Both Müllerlight Lemon Cheesecake yogurt and Müllerlight Vanilla with Chocolate sprinkles and a Black Cherry underlayer are fat free, contain no artificial colours or preservatives and are packaged in chiller-ready trays of 12 pots with an RRP* of 54p.
Lemon Cheesecake yogurt replaces the Summer Berries Limited Edition which was launched in April, and the Müllerlight Vanilla with Chocolate sprinkles and a Black Cherry underlayer will replace the Wild Blueberry variant in the regular Müllerlight range.
