Does adding several different health benefits to a product cause sales to increase? Or is focus on a single message better? These are questions that companies around the world are constantly wrestling with.They may get some pointers over the next yearfrom the UK market, where German-owned Muller Dairy is testing the "more is better" strategy and has begun to market its Vitality brand as offering three health benefits. It's a strategy that could make Vitality appeal to a wider; wellness-oriented consumer base but it could also create more confusion in consumers' minds.
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