Dessert brand Muller is looking to drive tangible category growth with the relaunch of its iconic Muller Light yoghurt, set to be supported by a multi-million-pound marketing campaign.

The new creative will aim to reposition the brand as the perfect treat to help customers experience a positive and uplifting sweet snacking experience when the new range hits the shelves later this month.

This latest range will include added vitamin B6 and D as part of a new, reformulated recipe that looks to both retain the existing customer base and entice a new one.

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“This exciting new repositioning of Muller Light as positive and uplifting will be key in reigniting the fire behind the brand and the entire category,” Muller commercial director, Jon Piper said.

“With the turnaround we’ve seen for Muller Corner in the last year, with value growth of 15%, we’re confident this repositioning of Muller Light 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.”

A masterbrand advert supporting the campaign is due for release later this summer, supporting the three that are currently on air, with further assets across out-of-home, point-of-sale, radio, retail, online and digital combining for a 95% marketplace reach.

The activity follows from Muller’s recent out-of-home push playing on its long-running partnership with England and Arsenal Declan ‘Rice, Rice Baby’.