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Müller Rice to re-launch with redesigned packaging and limited editions

Müller Rice to re-launch with redesigned packaging and limited editions
21 May
10:34 2013

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, Müller Rice is the biggest brand in the desserts category and the scrumptious dairy rice provides the goodness of milk with a delicious underlayer AND is low in fat – truly the tasty way to fill the 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.

Source: Müller Dairy

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