Müller launches limited-edition flavour with England footballer Declan Rice

Müller Yogurt & Desserts has launched a new limited-edition Raspberry and White Chocolate flavour of Müller Rice, developed in collaboration with England international footballer Declan Rice. This marks the brand's first limited-edition release in five years.

The new product leverages Müller's original creamy rice pudding recipe and is positioned as a convenient snack or post-meal treat, aiming to cater to the growing demand for such options. It is HFSS-compliant, appealing to health-conscious consumers, and specifically targets a younger demographic.

This launch builds on Müller Rice's ongoing partnership with Declan Rice, which began in 2022 and has already contributed to an 11% increase in volume sales for the brand. The Raspberry and White Chocolate Müller Rice will be initially available exclusively at Asda before rolling out to additional retailers in September.

Talar El Asswad, marketing director at Müller Yogurt & Desserts, stated that positive feedback on the partnership encouraged this flavour collaboration as a vital step to attract a younger audience to the Müller Rice brand through innovation. Müller UK & Ireland, part of Unternehmensgruppe Theo Müller, is a major FMCG player in Great Britain with a wide range of dairy products.