The Müller Corner rebrand: How Müller regained the no. 1 spot

This case study reveals how a brand re-design of Müller Corner, a popular yoghurt brand in the UK, returned it to being the number one brand in the chilled yoghurt and pot dessert market.

The Müller Corner rebrand: How Müller regained the no. 1 spot

Coley Porter Bell

Executive summary

Once the pinnacle of indulgence, when Müller launched into the UK market in 1988 with Müller Corner, the unique twin pot propelled it to market leader in 1992, making it the UK's best loved yogurt brand in just 5 years.1

However, with fierce competition, by 2010 Müller was deemed to be a Fading Star2. Müller's master brand strategy of brand blocking at shelf adopted in 2011 was failing to deliver appetite appeal. The 'wall of blue' was acting as a signpost...

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