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April 21, 2008

UK: Müller adds cherry variant to rice line

Dairy group Müller is adding a cherry variant to its range of Müller Rice desserts in the UK.

Dairy group Müller is adding a cherry variant to its range of Müller Rice desserts in the UK.

The product follows in the footsteps of the last autumn’s launch of Müller Rice Rhubarb, the last flavour to join the line up.

Since the extension of the Müller Rice portfolio in 2006, which saw the addition of three lines including the return of Müller Rice Original, sales have grown by 16.5%, Müller said.

Chris McDonough, marketing and R&D director of Müller UK, said: “Because of the nature of the desserts market – it’s a sector where there is a lot of churn as although consumers do have their favourites, they also like to ring the changes – it’s essential to refresh the range regularly to maintain interest and give consumers the opportunity to try something new.”

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