Dina Asher-Smith creates new Müller Corner
Britain’s fastest woman, Dina Asher-Smith, has collaborated with Müller UK & Ireland to develop and launch her perfect Müller Corner yogurt.
Müller Corner Creations by Dina Asher-Smith contains strawberry flavour yogurt with three inclusions in the corner – a mixture of strawberry flavour hearts, raspberry flavour hearts and white choco balls.
The dairy company is continuing with its strategy to add further inspiration to its core range of branded yogurts as it targets category growth.
With the launch, the business is tapping into increased demand for Müller Corner yogurts which is the number one brand in the category.
Müller Corner Creations by Dina Asher-Smith is made using milk from British farms and is a source of protein and calcium. It will be available in six pack format in Asda and Morrisons from March.
The launch will be supported by a multimillion pound marketing campaign starring brand ambassador Dina Asher-Smith, the first British woman to win a major global sprint title. The campaign includes a new television advert and social media.
Michael Inpong, Strategy and marketing director at Müller Yogurt & Desserts said: “We are innovating on a unique and winning format, Müller Corner Creations was the best performing NPD in the market in 2019. We are also seeing increased demand for Müller Corner, evidence that shoppers like the format, and continue to seek brands they love and trust.
“We think this product will really resonate with shoppers, and by driving excitement in the category with new and interesting flavour combinations, we can deliver further category growth.
“With our products we want to create happy and healthy lives, and Dina is the perfect embodiment of our approach. She is a strong and positive role model, and it was a pleasure to go on this creative journey with her.”
Dina Asher-Smith, Britain’s fastest woman and Müller brand ambassador said: “The team at Müller wanted to take our partnership to the next level, and it seemed natural that the first step would be to design my own product and see it go to market.
“Within a few days we had a massive tasting session with the whole Müller Corner team, to try hundreds of possible combinations and flavours, to see which one I liked best. It was a really exciting project for me and I can’t wait for everyone to try it.”