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Müller UK & Ireland has expanded its premium desserts range with the launch of Müller Bliss x Baileys, bringing the dairy brand together with the iconic Baileys name in a new alcohol-free indulgent dessert.

The new licensing partnership combines Müller Bliss’s Greek-style whipped yogurt with Baileys flavour sauce, dark chocolate and crispy Baileys flavour balls, creating a dessert positioned around premium indulgence and adult treat occasions.

Despite drawing on the flavour profile of the well-known Irish cream brand, Müller Bliss x Baileys contains no alcohol.

The product will be available across major UK retailers as Müller looks to tap into continued demand for indulgent treats. The company said the indulgent treats category is currently growing by 15% year on year in value sales.

Müller said the launch is designed to offer consumers an elevated dessert experience while giving the Müller Bliss brand a distinctive proposition within the yogurt aisle.

Talar El Asswad, strategy and marketing director at Müller Yogurt & Desserts, said: “We're delighted to be partnering with Baileys to bring something truly unique to the yogurt aisle. By combining the flavour of one of the UK's most loved spirits brands with the indulgent taste and texture of Müller Bliss, we've created a distinctive adult treat which offers consumers a perfect 'me time' moment.”

She added that partnerships of this kind form part of Müller’s strategy to attract more consumers to the category through innovation and new occasions.

The company is also positioning the launch around seasonal demand for indulgent products, with El Asswad noting that shoppers typically seek more treat-led options towards the end of the year.

Declan Hassett, senior licensing manager at Diageo, described the collaboration as a natural fit between the two brands.

“We're excited to launch what feels like such a natural partnership, combining the creamy indulgence of Müller Bliss yogurt with the distinctive taste of Baileys to create the ultimate adult treat,” said Hassett.

The launch builds on Baileys’ existing licensing programme, which seeks to extend the brand beyond its core beverage format and introduce its flavour profile to new products and occasions.