Müller yogurt: brand profile

Profile subscribers click here for full profile

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.

Selected Müller advertising

Which agencies handle advertising for Müller? Find out more from the Account Assignments database.

Who are the competitors of Müller? See Arla, Dairy Crest and Food Sector index for other companies    

Subscribers only: Adbrands profile Account assignments and selected contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. 


Lidl Kaufland

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 8th Jun 2017: German discounter Lidl is pushing into "high-end but affordable" fashion with the launch of an exclusive clothing range designed by supermodel turned TV presenter Heidi Klum. The new line will be positioned above Lidl's existing lingerie brand Esmara, and will become the focus of a new Lidl Fashion Week promotion. The collection will launch in Germany, the UK and other selected markets, including the US, where the chain's first stores open next week. Klum has a high profile in several countries as a result of her TV career as presenter of Germany's Next Top Model as well as America's Got Talent and Project Runway USA.

Adbrands Weekly Update 18th May 2017: Discount retailer Lidl confirmed a date for the opening of its first US stores, on June 15th, mostly in Atlantic seaboard states such as North & South Carolina and Virginia. It plans to open 20 outlets this summer, and another 80 over the course of the next year. The long-anticipated arrival has sent shivers through the already over-stretched US grocery sector, stoking fears of a price war similar to that which has already transformed the UK and Australian supermarket environments. Several retailers have already lowered their prices in anticipation of the threat. Aldi is already active in the US, under its own name, and through group-owned Trader Joe's. Lidl will also launch with an aggressive product guarantee, "Lidl Love it", offering replacements and refunds for any items customers are not satisfied with. According to Lidl US CEO Brendan Procter, who arrives from Lidl Ireland, "The feedback we got from customers in the US was very clear. People feel they've been compromised. They feel you can get good quality, but it's extremely expensive, or you can get cheaper product, but the value reflects that... People want a good quality product, they want it at a good price and they don't want to spend all day in a store - they want to get back to living. That's what our model is about. That's our strength."

Adbrands Weekly Update 22nd Sep 2016: In a wholly unexpected development, Ronny Gottschlich, UK CEO of fast-growing supermarket retailer Lidl, has abruptly quit the company, apparently as a result of a personality clash with his newly appointed boss Daniel Marasch, who oversees Northern Europe. Gottschlich has overseen a dramatic growth in Lidl's UK sales - up over 40% in the past two years to £4.7bn - but his investments in marketing and staff benefits are said to have been out-of-keeping with the wider group's more conservative policies. Christian Haertnagel, former head of Lidl Austria, is to replace Gottschlich in the UK.

Adbrands Weekly Update 19th Nov 2015: Latest figures from Kantar Worldpanel for the UK grocery market, for 12 weeks to 8th Nov, show Tesco at its lowest market share for more than a decade, while Aldi and Lidl topped 10% combined for the first time. Tesco's share slipped to 27.9%, falling below 28% for the first time since the current pricing battle began three years ago. Sainsbury's charged into second place at 16.6%, overtaking Asda at 16.4%. It has overtaken Asda once or twice before, but never by as much as 0.2%. Of the two German discounters, Aldi was unchanged at 5.6%; this time it is Lidl that has been in the ascendant, hitting 4.4% for the first time, up from 3.7% this time last year.

Adbrands Weekly Update 16th Jul 2015: German discount supermarket Lidl revealed that its UK sales jumped by more than 20% in the year to Feb 2015, topping £4bn for the first time. The increase was prompted not only by increased local store traffic but also exports of British produce such as cheese and Scotch whisky to other Lidl territories. The retailer aims to double its UK estate from 620 stores currently to as many as 1,200 over the next few years.

Subscribe to Adbrands.net and access the profile and website links

All rights reserved © Mind Advertising Ltd 1998-2017