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Müller Rice extends hunger market targeting

Press release   •   Sep 12, 2017 08:30 BST

Müller Rice is extending its hunger offering with the launch of Müller Rice 5 Grains.

A national multimedia campaign will launch the new wholegrain product, which contains 5 grains: white rice, barley, spelt, millet and wheat.

The product has been created to fulfil all eight moments of what Müller is calling the ‘daily hunger spectrum’. From breakfast and morning hunger to after dinner and evening hunger, the addition of 5 grains, and the ability to eat hot or cold, means Müller Rice 5 Grains can fulfil multiple hunger moments throughout the day.

A central part of the dairy company’s category vision, which identified a potential £233m of category growth by 2020, is to unlock more occasions. Müller research found that consumers are asking for dairy products which not only tackle hunger, but offer a low fat option which can be eaten at various times throughout the day.

From 25th September, consumers will be able to purchase Müller Rice 5 Grains across retailers. Müller Rice 5 Grains will be available in 180g single flavours and 4 packs of Original and Blueberry flavours and is perfect for the breakfast occasion. 

As part of a nationwide sampling programme in the coming weeks, Müller plan to hand out over 500,000 samples of Müller Rice 5 Grains in busy train stations focusing on the morning rush hour. This activity will be supported by a brand new TV advert which features Müller Rice ambassador Tasty B.

Michael Inpong, Chief Marketing Officer at Müller said:

“Müller Rice 5 Grains builds on the Müller Rice we all know and love with the addition of Barley, Spelt, Millet and Wheat to create an excitingly tasty, low fat, wholegrain option that our consumers can consume whenever they are hungry; whether that’s for breakfast or a mid-morning snack.

“If we’re going to grow the category, we need to continually innovate. Our exhaustive research found a demand for products that are not only filling, but a tasty and low fat option that can be  eaten at various points throughout the day.

“One of things that makes Müller Rice so unique is its flexibility, and Müller Rice 5 Grains meets this demand perfectly.”

*Subject to availability

Müller UK & Ireland

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 12,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.

Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts under licence from Mondelez International. Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.

Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.

The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.