Müller promotes UK marketing boss Inpong to CMO
Published: 13 Jan 2015 By Alison Millington
Since joining the company in April of 2012, Inpong has had a crucial role in reviving the brand’s portfolio of yogurt and chilled desserts in the UK, resulting in it taking the top spot in the category from rival Danone in 2013 according to data from IRI.
Inpong also oversaw an innovation push for the company, which introduced over 100 products over the past two years.
Last year, Müller’s UK marketing team announced plans to train non-marketers from other areas of the business such as finance and manufacturing in an attempt to maintain its top spot over Danone.
Inpong told Marketing Week that the changes were part of a revamped strategy to the business to “fully back” brand initiatives in order to push for “gaps in the needs of consumers”.
The brand also increased its marketing spend and launched an ad campaign for the Müller Corner range, which saw its highest ever value sales of over £230m in the 12 months to December 2013 according to Nielsen data, as well as announced plans to expand into digital.
Inpong previously acted as marketing director for the chilled dairy division of Nestle & Lactalis and held a marketing position at Procter & Gamble.
He will remain in charge of UK and Ireland marketing and R&D as part of the new role.
The appointment comes as Danone launches its biggest ever digital push for its Activia Fibre brand with a new £2.5m campaign.
The brand is encouraging consumers across the UK to join the “happy tummy movement” and look after their digestive health through a push on TV, digital, social media and in-store in an effort to drive category growth.