Müller yogurt: brand 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. How on earth did a humble pot yogurt reach such heights? However, in recent years, the brand has also faced increasing competition from more traditionally healthy functional products such as Danone's Activia and Actimel. At the same time the brand's German owners have extended their presence to several other European markets, and entered the US for the first time in a joint venture with PepsiCo. 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.

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Who are the competitors of Müller? See Food Sector index for other companies

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The Adbrands Profile of Müller summarises the brand's history and current operations. Subscribers may access the following website links:

Theo Müller Group

Müllermilch	Sachsenmilch
Loose	Froop
Weihenstephan	Almhof
Optipack	Culina

Müller World	Müller (Germany)
Müller (UK)	Müller (Italy)

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