After the range relaunch last year, sales of Müller Rice increased by 10%. The brand now sells over £46m and almost 100 million pots, making it the second biggest dessert brand in the category.
“Feedback told us that while consumers loved Müller Rice, they wanted to take time to treat themselves and indulge in creamy dairy rice and ‘fruity’ fruit compote their way,” said Müller Dairy’s marketing and R&D director, Michael Inpong. “And at Müller, we’re all about giving consumers what they want.
“Our recent launches over the past year in the luxurious yogurt and chilled dessert sectors have encouraged consumers to enjoy what they eat, and we continue to support and promote this message with new Müller Rice Remix. This is another major launch for us, and the product will be supported by a £5m media spend that will include a variety of outdoor activity and a new TV ad.
“Not only that, but Tasty B will also make an appearance at this year’s V festival in August, encouraging festival goers to try and enjoy Rice Remix.”
New Müller Rice Remix twin packs will be available in Strawberry, Plum and Apricot SKUs from 4 August 2014 with an RRP of £1.49.
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