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...