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Müller Yogurt & Desserts has unveiled a new limited-edition flavour of Müller Rice, developed in collaboration with England international footballer Declan Rice.

This product, featuring a Raspberry and White Chocolate combination, marks the first limited-edition release for the brand in five years and underscores the ongoing partnership that has contributed to an 11% increase in volume sales for Müller Rice since its inception.

The new SKU leverages Müller’s original creamy rice pudding recipe and is designed to cater to the growing demand for convenient snack options.

With a focus on health, the product is HFSS-compliant, making it suitable for consumers seeking healthier alternatives. Positioned as an on-the-go snack or a post-meal treat, the new flavour aims to attract a younger demographic.

Initially available exclusively at Asda, Raspberry and White Chocolate Müller Rice will roll out to additional retailers in September.

Talar El Asswad, marketing director at Müller Yogurt & Desserts, said: “Since we joined forces with Declan in 2022, we’ve been planning this new flavour collaboration. The positive feedback on our partnership has encouraged us to take this vital step to entice a younger audience to the Müller Rice brand through innovative flavours.”

Müller UK & Ireland, part of the Unternehmensgruppe Theo Müller, employs over 33,000 people across Europe and boasts a diverse range of branded and private label dairy products.

The company is recognised as one of the top ten FMCG brands in Great Britain and continues to expand its market presence through strategic partnerships and innovative product offerings.