NPD AND MEDIA
PICKS OF THE WEEK – MULLER
MÜLLER TARGETS DIGESTIVE HEALTH MARKET WITH LATEST CAMPAIGN A new advert will air until 7 March on TV, on demand and YouTube.
Müller Yogurt & Desserts has launched a multimillion
four-pack single flavour 125g pots, in Strawberry,
pound marketing campaign to showcase Gut Glory,
Rhubarb and Peach & Mango with fibre.
its new gut health yogurt brand.
Justin Cook, Chief Executive Officer of Müller
A new advert airs from 24 January until 7 March
Yogurt & Desserts, said: “As we accelerate the
on TV, on demand and YouTube. To drive further
development of our business, we intend to set
trial of the big pot range, the brand is offering
the pace in the categories we serve and innovate
shoppers a ‘try me free’ offer which allows Gut
to expand our reach, and with Gut Glory, there is
Glory shoppers to receive a full refund by filling
a unique growth opportunity for an exciting and
out an online claim form.
contemporary gut-health brand.
The campaign also includes in-store activity
“We have developed a modern gut health brand
and features across social media and influencer
that doesn’t just focus on the science, and our
channels.
campaign reflects this.
Gut Glory is a creamy yogurt which contains
“Our research suggested that potential new
live cultures. It is a source of calcium and is made
shoppers were put off by existing gut health options
in Shropshire using milk from British farms.
that were too functional, clinical or scientific, so
The Gut Glory range is available in two pack
our campaign is bold, irreverent, animated and
sizes. Shoppers can choose 450g big pots, availa-
fun, which should really help Gut Glory stand out
ble in Salted Caramel and Strawberry with fibre and
from the crowd.”
28 I SLRMAG.CO.UK / ISSUE 89 WEDNESDAY 26TH JANUARY 2022
