Müller (company)


Müller (company)

Unternehmensgruppe Theo Müller (often called Müllermilch or simply Müller) is a multinational producer of dairy products, with a headquarters in Fischach in the German state of Bavaria. The group includes a number of companies operating under the Müller name, including the original Molkerei Alois Müller GmbH & Co. KG and Müller Dairy (U.K.). It is best known for its range of yoghurts, including the trademark Müller Corner yoghurt.

In addition to the companies operating under the Müller name, the group wholly or partly owns the Molkerei Weihenstephan, Sachsenmilch and Käserei Loose dairy companies in Germany, and the Mlékárna Pragolaktos dairy in the Czech Republic. A number of ancillary marketing and transport companies are also owned.

Beside the group headquarters in Fischach, which also houses the Molkerei Alois Müller production plant, the group also operates significant production sites in Freising (Molkerei Weihenstephan), Leppersdorf (Sachsenmilch and Käserei Loose), Market Drayton (Müller Dairy (U.K.)), and Prague (Mlékárna Pragolaktos). Müller made a net turnover of 2.1 billion in 2006 and has 5,400 employees.

Contents

Products

Müller produces a substantial number of popular yoghurt brands, including Müllerlight, Müllerice, Yogz and Müller Corner.

Müller Corner (German: Joghurt mit der Ecke, lit. Yoghurt with the corner) are a range of yoghurts[1]. There are three main varieties: Fruit, Healthy Balance and Crunch!. Within each of these divisions, a number of flavours are produced, for instance Fruit Corners are available in Blackberry & Raspberry, Blueberry, Cherry, Peach & Apricot, Raspberry and Strawberry flavours. The name "corner" is in reference to the design of the product. In many of the varieties the yoghurt is plain and unflavoured. It comes with an attached portion of 'flavour', fruit compote for example, to add to the plain yoghurt.

Müllerice (German: Müller Reis) is a creamy rice pudding based snack usually containing an additional flavoured sauce, such as apple, raspberry or caramel. Müllerice is sold in a plastic pot, and can be eaten cold or heated in a microwave oven. It is marketed as being a healthy, filling and energy providing snack. Only available in Germany until 1989, it was introduced to the UK and is now widely available.

Müllerlight is a brand of low fat yoghurt[2]. Popular flavours include strawberry, toffee and apricot. Müller Light contains gelatine to enable the product to gel, but as a result the yoghurt is not suitable for vegetarians; Müller reports that they are looking for a vegetarian alternative to gelatine [3].

Müller Little Stars are aimed at young children and marketed as being made of very few ingredients and being 100% natural.

Müller Vitality is a range of probiotic yoghurts and yoghurt drinks.

Müller Amore is a luxury yoghurt range containing Greek honey.

Advertising

In 2006, Müller launched a popular advertising campaign via television in the UK. Featuring "Ain't Got No, I Got Life" by Nina Simone, it focused on people dancing and smiling whilst eating Müller yoghurts. In 2007 Müller introduced new TV advertisements with the slogan "lick the lid of life". In 2008 Müller released a new advert featuring their Shropshire-based factory, still using the Nina Simone song, and emphasising the closeness of supply from the surrounding area of its factory in Market Drayton; "24 hours from farm to yoghurt".

In 2011, Müller launched a new slogan, "Wünderful Stuff". This was backed by a new advertising campaign which featured a "Müllerbot", K.I.T.T. from Knight Rider and people being turned into popular cartoon characters from past and present, including Yogi Bear, Muttley and the Mr. Men (the latter in their classic forms as opposed to their Mr. Men Show looks). The advert first aired on 8 October on ITV1, during that night's edition of The X Factor.

Müller was the main shirt sponsor for English football club Aston Villa as part of a two-year deal from 1993 until 1995, during which time they won the Football League Cup. The sponsorship ended when the club accepted a sponsorship offer from AST Research.

References

External links


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