Muller Rive Forges Ahead with New Pack Design and First Limited Edition

The new pack designs, which form part of the drive to position Müller Rice as a healthy, tasty snack, will be rolled out across the seven other Müller Rice flavours - Original, Strawberry, Raspberry, Apple, Blueberry, Vanilla Custard and Cherry - from early April.

04/04/09 Müller Rice, the No 2 chilled pot dessert brand, is unveiling a new look this spring with a fresh, new, contemporary pack design which is being ushered in with the launch of the first limited edition to join the Müller Rice range.

Spearheading the £4.5 million marketing spend behind Müller Rice this year, Apple & Blackberry - the new Limited Edition line - is the first variant to be packaged in the vibrant new livery.

The new pack designs, which form part of the drive to position Müller Rice as a healthy, tasty snack, will be rolled out across the seven other Müller Rice flavours - Original, Strawberry, Raspberry, Apple, Blueberry, Vanilla Custard and Cherry - from early April.

Striking imagery and the use of a large bold typeface for the word "rice", which is prominently featured on the lid and side of single pots as well as the six-pack wrapper, ensure the packs will have high impact standout in the chiller cabinet.

At the same time the dairy and fruit cues of the packaging design have been refreshed to align Müller Rice with other brands in the portfolio - Müllerlight, Müller Corner Little Stars and Amoré all underwent pack redesigns last year to reflect their simple, natural, dairy goodness.

Müller UK is also using new designs on the sides of shelf-ready trays to encourage trial and reinforce the snackability of Müller Rice by incorporating lines such as "healthy snack", "low fat snack" tasty snack" and "try me".

The inclusion of a Limited Edition line within the Müller Rice range is part of Müller UK's continual refreshment strategy for all brands within the portfolio and follows the introduction of the first Limited Editions for both Müllerlight (Lemon & Passionfruit) and Müller Corner (Black Cherry with Dark Chocolate) last year and the launch of the Limited Edition Cadbury Mini Eggs Twin Pot in January.

Votes from consumers for the flavour they would most like to see introduced into the range led to Apple & Blackberry being selected to be the first Müller Rice Limited Edition line. It will replace the Rhubarb variant which joined the eight-strong line up in Autumn 2007.

Müller Rice Apple & Blackberry is available in 200g pots packaged in shelf-ready trays of 12 x 200g pots. Each pot has an RRP* of 54p.

Chris McDonough, Marketing and R&D Director of Müller UK, says: "We know that the key to unlocking the full potential of Müller Rice lies trial and getting both new and lapsed purchasers to re-appraise the brand.

"We'll also be supporting the brand with upweighted sampling activity and a new TV advertising and press campaign focusing on the snacking appeal of the brand to be unveiled later in the spring."