Ludwig Muller established a village dairy in Bavaria in 1896. His
grandson took control of the family business in 1970 and proceeded to
build up the company. Muller entered the UK market in 1987 when the
company launched Fruit Corner and Crunch Corner.
In 1992 it opened a production unit at Market Drayton in Shropshire and
has since achieved the status of market leader in the UK yoghurt market
along with being the second largest food brand in the country.
The entire range consists of 17 different product lines, including 65
variants that are constantly being extended. The company employs 2400
people across Europe.
At the end of last year Muller became the first brand to advertise on JC
Decaux's Artlite billboards. The backlit Artlite makes part of the
poster appear 3D with a neon tinge. Muller also teamed up with Carlson
Digital to develop the brand's online marketing strategy.
In September 2001, Muller launched a dessert for children and also
announced a one-year sponsorship deal with the Zurich Rugby Premiership,
becoming its official snack-food partner.
Recent TV executions have included an ad where a young woman prefers her
Muller Light yoghurt to the chance of joining the Mile High Club with
her boyfriend.
The five brands with the highest spend in the year to November 2001 were
Muller Light, Mullerice, Muller Fruit Corner, Muller Vitality Yoghurt
and Muller yoghurt.
Turnover £625m
Employees 850
Year to December 31, 2000
Advertising agency Publicis
Media agency Zenith Media
Adspend (year to Nov 2001)
TV £8,005,379
Press £3,048,710
Outdoor £1,240,708
Radio £185,264
Total £12,480,061
Source: ACNielsen MMS
UK headquarters
Shrewsbury Road, Market Drayton, Shropshire, TF9 3SQ
Tel: 01630 692000
Fax: 01630 692001
Web sites
www.muller.co.uk
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