How Müller adapted to the American market

Stephen Whiteside
Warc

Entering a new category in the fiercely-competitive American grocery industry is daunting for any brand – even if it is supported by the country's largest food and beverage manufacturer and a European partner with unrivalled sector expertise.

Müller Quaker Dairy, a joint venture between PepsiCo and the Theo Müller Group, opened its first US factory in New York two years ago to produce three types of yogurt that had already proved popular on the other side of the Atlantic: Müller Corner and Greek Corner – both of which used the German firm's distinctive "dual container" – and FrütUp, a low-fat line that included fruit mousse.