England footballer Declan Rice has created a Raspberry & White Chocolate flavour Müller Rice in the latest phase of his partnership with Müller Yogurt & Desserts.
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.
The launch (rsp: 90p) uses the original Müller Rice recipe with an added layer of raspberry and white chocolate.
It is HFSS-compliant and is designed to be an easy-to-grab product to be enjoyed on the go as a snack or as a post-meal treat, the brand 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,” said Talar El Asswad, marketing director at Müller Yogurt & Desserts.
“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.”
It launched into Asda this week and will roll out across other retailers in September.
It is supported by a six-figure multimedia marketing campaign spanning social media and OOH focused on engaging younger consumers and creating interest in the category for a new generation.
“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,” said El Asswad.
It spotlights ‘Dec’s Café’ where Rice is front and centre as the creative force behind the new flavour.
Each pot features special-edition packaging with an image of Rice alongside his signature, adding a personal touch for fans.
“Partnering with Müller Rice to create my own flavour was such a fun experience,” said Rice on the partnership. “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!”
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