Müller targets 25% sugar reduction

The nation’s favourite yogurt brand[1], which includes Müller Corner and Müllerlight, has confirmed that it is targeting a total sugar reduction of 25%[2] across its branded yogurt portfolio by June 2020 which would equate with the removal of 3300 tonnes of sugar since 2015.

If achieved, the reduction would be substantially ahead of Public Health England’s voluntary guidelines which seek a 20% lowering of total sugar by August 2020[3].

As the Official Yogurt of British Athletics[4] continues to champion the goodness of dairy and inspire people to live happier and healthier lifestyles, the target builds on the 13.5% reduction already achieved across Müller’s yogurt portfolio to August 2017.

Müller is targeting a 25% reduction thanks to the launch of its best ever core Müllerlight and Müller Corner recipes. Made possible following the discovery of a new yogurt culture, the new Corner recipe contains up to 9% less sugar[5] and the new Müllerlight recipe now contains 0% added sugar[6].

The initiative builds on Müller’s continued drive to reduce sugar, having already reformulated Müllerlight Greek Style and Müllerlight Fruitopolis so that they include 0% added sugar[7].

Müller has also previously reformulated and removed sugar from the iconic Müller Corner Strawberry flavour and Müller Quark Yogurt range, and launched Müller Corner Plain, the dairy company’s first ever Müller Corner made with unsweetened natural Greek style yogurt.

Within the desserts category, Müller’s branded chilled dessert, Müller Rice, is already below Public Health England’s 2020 voluntary sugar reduction target for the category[8].

As the UK’s most chosen dairy brand[9], Müller’s overall approach to achieving category growth is to strengthen its core brands, develop a leading private label proposition and innovate to target the 46% of the yogurt category where the brand has limited or no presence.

Bergen Merey, Managing Director at Müller Yogurt & Desserts said:

“There is a responsibility which comes with being the 8th most chosen brand in the UK. So everything we do is geared towards adding taste to life, and inspiring people to become happier and healthier.

“We’re the category leader, and the significant challenge we faced was how to reduce sugar, without ever compromising on taste.

“We’ve now got our best ever recipes, supported by our biggest ever marketing campaign, and this category disrupting strategy is how we plan to not only meet Public Health England’s voluntary targets, but exceed them.

“Our approach to inspire happy and healthy lives goes far beyond simply removing sugar. Utilising our partnership with British Athletics, we’re inspiring people by launching campaigns with sporting heroes Dina Asher-Smith and Katarina Johnson-Thompson, an on pack promotion with a chance to win new sports equipment for schools, and we’re taking our exciting Müller Activity Zones across the country to ten world-class athletics events.”

[1] Nielsen |Total GB |52 w/e 26th Jan 2019

[2] Total sugar SWA per 100g, less 3.8g lactose allowance per 100g (based on Kantar volume data)

[3] Public Health England. Sugar Reduction: Achieving the 20%

[4] Official Yogurt as Proud Sponsor of British Athletics

[5] Per 100g

[6] Reducing the total sugar content by up to 28% (per 100g)

[7] Contains naturally occurring sugars

[8] Public Health England: Sugar reduction: Achieving the 20% Table 2 Portion Guideline kcal per serve 220SWA/450kcal max. 20% SWA sugar reduction target for puddings is 15.1g per 100g

[9] Kantar Worldpanel 2019 UK Brand Footprint ranking