Muller UK has embarked on an overhaul of its premium Amore yogurt brand, including new packaging, new flavours and a move to natural ingredients.

The relaunch is designed to move the brand away from its continental positioning, the dairy group says, by replacing its Italian lemon and strawberry flavour and its French vanilla option, with a dark chocolate flake and a strawberry variant.

The move to use natural ingredients comes as consumer demand for luxury yogurts and desserts continues to increase.

All Amore yogurts produced from 7 April will be made from natural ingredients. Launched in 2003, Amore sales have grown by 20.5% in the last year, Muller says.