Unlocking growth in a crowded category
The Challenge
In 2019 Müller was facing two significant challenges: a highly competitive yoghurt and dessert market and increasing health-conscious consumers. It needed to ensure each of its brands helped the company grow. For this, they needed to show supermarkets their deep understanding of these categories to gain trust and secure favorable positions for new product launches.
Services: Customer Strategy
The Impact
Skyr
new product successfully launched in 2020
The Outside-in Perspective
By gathering qualitative and quantitive insight from 10k+ consumers, we built a deep understanding of the lives of Müller consumers and what they truly value.
The Insight
Müller was missing an opportunity to address instant mood fixes for the image-conscious market and the growing demand for ready-made options for social occasions. There were also opportunities for Muller to better cater to the adventurous 'foodie' market by aligning with health trends and consumer needs.
The Solution
We identified two market segments based on attitudes and needs, recognising these as key factors in decision-making. This helped identify over 15 opportunities for Müller to either strengthen their current position or launch new products including repositioning the classic Corner brand and developing six new products for launch.