Müllerlight Inspired By Case Study: A successful attempt to tackle the clash of the health and indulgence trends

Müllerlight Inspired By Case Study: A successful attempt to tackle the clash of the health and indulgence trends


March 21, 2011
16 Pages - SKU: DFMN6264974
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Introduction

Despite conflicting health and indulgent needs, significant improvements have been made in the formulation of healthy indulgent products. This case study examines the key consumer drivers in dairy behind the Müllerlight Inspired By sub-brand.

Features and benefits
  • Achieve sales growth by understanding the opportunities that can be realized in the healthy indulgent sector with product, market and consumer insight
  • Enhance credibility of sales pitches by better understanding the conflicting needs of the health and indulgent-seeking consumer
  • Stimulate ideation and invigorate brands by learning from best practice examples specifically from the dairy sector with supporting insight
  • Enhance market positioning and concept development efforts and reduce risk for new product launches and increase the chances of success
Highlights

There has always been a dilemma in positioning healthy products as indulgent, and vice versa. Diet products, in particular, have become synonymous with taste and sensory compromise.

Müllerlight Inspired By cheesecake flavored yogurt is an example of creating an indulgent product under a healthy sub brand, which is benefiting from the perception that the two are no longer mutually exclusive and is increasingly being consumed on occasions when a more indulgent product would otherwise be consumed.

Your key questions answered
  • What are the key consumer drivers of healthy indulgent products?
  • What are the key factors influencing consumer choice of healthy indulgent products in dairy?
  • What are the key virtues of new product development that can harness both health and indulgent needs in dairy?
  • What are the opportunities for dairy manufacturers to capitalize on the confluence of these trends?



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