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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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 17th Dec 2015: PepsiCo and Theo Muller Group of Germany have called it quits in the brutally competitive US yoghurt market. In what is said to be a mutual decision, the two companies agreed to dissolve their joint venture, which has been marketing a range of Muller-branded dairy products in the US under the umbrella of PepsiCo's Quaker brand. After almost four years, the range has failed to build more than around 2.2% local share in a sector dominated by Yoplait, Chobani and Danone's Dannon and Stonyfield Farm. The New York State plant which was manufacturing Quaker Muller products has been sold to the Dairy Farmers of America coop.
The Adbrands Profile of Müller summarises the brand's history and current operations. Subscribers may access the following website links:
Theo Müller Group
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|Müller (UK)||Müller (Italy)|
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