Müller has revamped its ‘light’ range with an optimised product and supporting marketing campaign as it looks to reposition the brand as an “easy and attractive” yoghurt.

The dairy brand has spent the last year reviewing the range, with the updated products including added vitamin B6 which contributes to the reduction of tiredness and fatigue, and vitamin D which helps support the normal function of the immune system.

It will be introducing a brand new design for Müller Light, including the Greek style and dessert ranges, continuing the rebrand which was rolled out across all sub-brands in the past year.

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The design will also highlight the new, reformulated recipe with added vitamins which is rolling out into retailers from 20 June onwards.

The supporting marketing campaign will see Müller Light as the focus of the brand’s advert later this summer, and will feature OOH, point of sale, radio, retail in-store, online and digital which is expected to reach 95% of the UK population.

Müller Yoghurt & Desserts commercial director Jon Piper said: “This exciting new repositioning of Müller Light as positive and uplifting will be key in reigniting the fire behind the brand and the entire category.

“With added vitamins and a new reformulated recipe, Müller Light is the ideal product for consumers looking to make a smart and tasty switch as part of a healthy diet and lifestyle.”

Piper added that as the brand has seen value growth of 15% for Müller Corner in the last year following its turnaround, the dairy giant is “confident” the repositioning of the light range “will drive category growth for retailers by bringing new and previous consumers back to the brand, and putting a smile on the nation’s face.”