German dairy giant Müller has launched a range of “indulgent” desserts in the UK.

The Müller Rice Indulge desserts include whipping cream and chocolate and are available in three flavours: Raspberry with a Hint of White Chocolate, Smooth Chocolate & Caramel, and Rich Chocolate.

The company said the product launch “aims to make indulgent desserts more accessible to a wider market” as well as “generating incremental sales for the chilled yoghurt and pot dessert category”.

The launch will be supported with promotional deals designed to encourage trial, the dairy processor said.

Müller Dairy marketing director Lee Rolston said: “Müller Rice Indulge introduces exciting, new and differentiated recipe and flavours, and bridges the gap between standard everyday desserts and luxury desserts by providing an ‘everyday’ indulgent dessert at an accessible price point.”

“Currently over half (53%) of households that purchase standard desserts don’t buy luxury desserts and we believe Müller Rice Indulge will provide a stepping stone encouraging these consumers to trade up.”

The 125g single pots will retail at GBP0.69 (US$1.09) per pot and are packaged in shelf-ready trays of six pots.