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Müller Rice dials up deliciousness with re-launch

Press release   •   May 20, 2013 13:17 BST

Müller Rice is set for an exciting re-launch aimed at dialling-up the deliciousness of the much-loved dairy rice.

From 27th May consumers can expect to see redesigned packaging in vibrant colours with 20% more fruit and limited editions appearing on shelves throughout the year.

Worth almost £50m[1], Müller Rice is the biggest brand in the desserts category and the scrumptious dairy rice provides the goodness of milk and rice with a delicious underlayer AND is low in fat – truly the tasty way to fill a gap!

Müller Dairy’s Marketing and R&D Director Michael Inpong says:

“Our recent launches in the luxurious yogurt and chilled dessert sectors have encouraged consumers to enjoy what they eat, and we continue to promote this message with the re-launch of Müller Rice.

“By revamping the packaging and adding more fruit to several of the recipes, we hope to make Müller Rice more appealing to all consumers, but men in particular, with the message that Müller Rice allows you to get more out of your day, with pleasure.”

The flavours in the new range will include: Strawberry, Raspberry, Apple (all with 20% more fruit), Original, Vanilla Custard, Banana & smooth Toffee, Maple Syrup flavour and Apple Strudel sauce.

All flavours are available as singles with an RRP of £0.69 and six packs are available in combinations: Apple and Raspberry, Strawberry and Original, Vanilla Custard and Banana & Toffee and Maple Syrup and Apple Strudel, with an RRP of £3.89.

The launch on 27th May will be supported by £2.2m TV ad on air for 4.5 months from July 2013.

[1] Nielsen Total Impulse 52 w/e 13.04.13

Images of the new-look Müller Rice packaging are attached.

About Müller Dairy

Müller Dairy is based in the Shropshire town of Market Drayton and has grown to become the UK's leading yogurt manufacturer with major brands such as Müller Corner, Müllerlight and Müller Rice.

Müller Dairy is part of the Müller UK & Ireland Group which aims to become the largest and most successful dairy company in the UK. The most recent addition to the Group is Müller Minsterley - the chilled desserts facility near Shrewsbury at which the Cadbury chilled desserts, including Cadbury Mousse, Trifle and twin-pot products are made, which Müller sells under a licence from Cadbury.