Müller Yogurt & Desserts has extended its partnership with England international Declan Rice by launching a new Raspberry and White Chocolate flavour Müller Rice co-created with the footballer.
The new product, the first limited-edition the brand has released in five years, is the latest milestone in the partnership with Rice, now in its third year, which has seen Müller Rice volume sales grow by 11% as the brand continues to target new audiences.
Using the original Müller Rice recipe as its base, the new HFSS-compliant SKU includes a layer of raspberry and white chocolate.
Launching exclusively in Asda, and rolling out across other retailers in September, the launch is supported by a six-figure multimedia marketing campaign spanning social media and OOH
Focused on engaging younger consumers and creating interest in the Müller Rice category for a new generation, the marketing campaign spotlights ‘Dec’s Café’ where Declan Rice is front and centre as the creative force behind the new flavour. Each pot features special edition packaging with an image of Declan alongside his signature.
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, so we’re delighted to take this next step in our partnership!
“With great feedback on the Declan Rice partnership, it makes sense to take this next vital step to continue to grow the category, and to entice new and younger consumers to the Müller Rice brand through focusing on new and exciting flavours.
“With Declan as a face to reach that target audience, we’ll continue to bring a smile to the nation’s face with this brand new campaign.”
Declan Rice added: “Partnering with Müller Rice to create my own flavour was such a fun experience. I’ve been working on this with the team at Müller for a long time, and seeing my favourite combo of raspberry and white chocolate being paired with classic Müller Rice is something I’m super excited about – and can’t wait for everyone to try it!”