Müller Milk & Ingredients has announced the relaunch its branded liquid milk range, with a focus on health, recyclability of the packaging and responsible sourcing.
While the business continues with its strategy to become Britain’s private label dairy leader, by rebranding its Müller Milk range, the dairy company looks to leverage its position as a much-loved brand within the category.
“We know that Müller is a much loved and well trusted brand in the dairy category, so there is a growth opportunity to leverage these strong brand credentials, expanding into new areas,” Nick Garner, business unit head at Müller Milk & Ingredients.
“From our trusted supplying farms in Britain to the fact that our bottles are 100% recyclable, we have a powerful story to tell.”
With a full roll out across the trade, the packaging has been redesigned to add further inspiration to the dairy aisle.
The new design informs consumers that the product is fresh from one of Müller’s supplying farms in Britain. 99.5% of Müller Direct dairy farmers have opted to commit to the company’s Müller Advantage programme, which helps farmers operate successful and progressive enterprises and aims to improve supply chain collaboration, herd health and reductions in environmental impact.
Messaging to inform shoppers that the bottle is 100% recyclable and contains at least 30% recycled material have been added. High in protein and 100% natural claims have also been incorporated, following consumer research by the business.
Müller has also increased the amount of blue, green and red colour used on the labels to maximise visibility on shelf.
“The eye-catching bright colours will make the range stand out from the crowd and we are confident that the enhanced messaging on recyclability, health and responsible sourcing will resonate with customers, retailers and shoppers,” Garner said.
The optimised designs will be visible across the fresh milk range, which includes Müller Milk, Müller Milk Organic, Müller Milk Extra and Müller Mini Milk. It will roll out across Müller Butter and Müller Cream in the coming months.
