Müller announces British athletics brand ambassadors
As part of its athletics partnerships in 2017, Müller has signed up two new brand ambassadors, British sprinters Adam Gemili and Dina Asher-Smith.
The duo will appear in Müller’s athletics inspired multimedia campaign which aims to inspire people to become involved and have fun with athletics.
As part of the campaign, Müller has developed a range of limited editions inspired by its status as official supporter of the British Athletics Team. A phased launch will see 12 limited editions become available across Müller Corner, Müllerlight, Müller Rice and FRijj.
In addition, Müller has launched its reformulated Müller Corner Strawberry recipe, the most popular flavour of the range, which now includes 19% less total sugar. The new recipe does not contain any sweeteners.
Michael Inpong, chief marketing officer at Müller, says, “The success of our 2016 partnerships with British Athletics and Team GB was phenomenal and this year, with five major athletics event partnerships, we’re going bigger and better than ever before. We’re so excited for consumers to try our new limited editions and to enjoy our biggest ever on pack promotion. We want to help inspire the next generation to get out there and have fun with athletics and to be working with the stars of British Athletics, from Adam Gemili to Dina Asher-Smith, is a real honour.
“We’re building the biggest and best dairy company in the UK and we’re constantly trying to create inspiration in the category, which in turn drives footfall and benefits everyone in the supply chain. With 1,000 pairs of tickets to give away, it’s a hugely exciting partnership and a big moment for us.
“These types of partnerships with world class sport will help us to empower consumers to make healthy lifestyle choices. We’re continuing to reduce added sugar across our brands, and the reformulation of our Müller Corner Strawberry, our most popular Müller Corner flavour, is the latest step in our strategy to remove added sugar where possible, while maintaining the same delicious taste that our consumers expect.”
