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Müller Yogurt & Desserts has announced it has furthered its partnership with England international footballer, Declan Rice (above), by launching a new Raspberry & White Chocolate flavour Müller Rice which he co-created.

The product is the first limited edition for the brand in five years, and is the ’latest milestone’ in the partnership with Rice, now in its third year.

The new HFSS-compliant SKU includes a layer of raspberry and white chocolate to create an easy-to-grab product which can be enjoyed as an on-the-go snack or a post-meal treat.

Rolling out for retailers in September, the launch is supported by a six-figure multimedia marketing campaign spanning social media and OOH. Each pot features special edition packaging with an image of Declan himself alongside his signature, adding a personal touch for fans.

Focused on engaging younger consumers and creating interest in Müller Rice for a new generation, the marketing campaign spotlights Dec’s Café, where Rice is front and centre as the creative force behind the new flavour.

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 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.”

On this exclusive launch, Rice said: “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 Müller Rice is something I’m super excited about - and I can’t wait for everyone to try it!”

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