Müller Consumption Framework
How do you unlock growth in a portfolio of beloved brands when the market keeps shifting?
Working as an extension of the Müller team, we built a simple, shared framework for growth based in real consumption moments, that shows exactly where to play and how to win. It is now the common language for strategy, innovation and category vision across the business, turning complexity into clarity and potential into action.
The Potential
Müller is in fridges across the nation, with a portfolio of much-loved brands across yogurts, desserts, and drinks. But categories are shifting and consumer needs are evolving. The business needed to redefine the role of its brands to stay ahead. The challenge was to move beyond traditional product categories and understand the real-world moments where consumers actually engage. This mattered now because growth in a crowded market requires more than just presence. It requires precision.
The Insight
We uncovered that growth is not found in categories, but in consumption moments. By decoding the "where," "when," and "why" of how people eat and drink, we revealed the hidden truths behind every purchase. We moved the focus from what Müller makes to how Müller fits into the full flow of life. This human truth became the foundation for anew strategic framework that simplified complexity and highlighted exactly where to play and how to win.
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The Idea
The breakthrough was a collaborative consumption framework embedded directly into the Müller business. We acted as an extension of their team, working through "what if" scenarios to stress-test every growth opportunity. This wasn't just a report. It was a new language for the entire organisation. We partnered with Müller to create category visions that translated this strategy into engaging stories for the trade, making the complex simple and the future tangible.
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The Impact
The framework is now a fundamental building block for all Müller strategy and innovation work. It will enable high-impact decisions around brand strategy, communications, and acquisitions.
We have shifted the internal culture from siloed thinking to a unified portfolio view. The language of consumption moments is now embedded across the business, giving teams a shared shorthand for opportunity. This clarity has empowered the Müller team to challenge their own thinking and approach innovation with a brave, consumer-centric mindset.
"Working with Brand Potential was a truly collaborative experience; they brought an authentic perspective and weren't afraid to challenge our thinking to get to the best possible outcome." - Helen Passard, Strategy & Insight Lead, Müller.
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