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The purpose of the case study is to examine the marketing success factors that underline the launch and market development of the Muller yogurt brand in the UK. From its launch in 1987, the brand has become the 8th biggest grocery brand with an annual turnover of £240 million. The case is centred around a speech given by Ken Wood, Muller''s UK Managing Director, to the Marketing Society in which he traces the staged development of the brand strategy: brand positioning, the marketing mix, the competitive environment and measures of market effectiveness. Throughout the case, the management''s commitment to innovation, investment in both tangible and intangible assets, and supply chain relationships is drawn out. This provides the setting for considering future business opportunities and brand development. This case contains colour exhibits.