Müller yogurt: brand profile

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In less than 20 years, Müller, the German range of yogurt pots and desserts, rose to become one of the UK's leading food brands, outselling virtually every other edible product except Walkers' crisps, and such megabrands as Birds Eye, Kellogg, Cadbury and Heinz. It was an astonishing achievement, matched by the brand's dominance in its domestic market. More recently, though, Muller has faced increasing competition from more traditionally healthy functional products such as Danone's Activia and Actimel. In response, the brand's German owners extended their presence to several other European markets, and entered the US for the first time in a joint venture with PepsiCo (until 2015). MullerGroup has also widened its range, acquiring a number of other food-based businesses including fish restaurant chain Nordsee, Bastians bakery and Homann chilled salads. In the UK it entered the fresh milk market with the purchase of Wiseman Dairies, and doubled down in 2015 with the purchase of the rival unit of Dairy Crest.

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