Press release -
Declan Rice creates his own limited-edition flavour in the newest collaboration with Müller Rice
Müller Yogurt & Desserts has bolstered its partnership with England international Declan Rice, launching a brand new Raspberry and White Chocolate flavour Müller Rice co-created with the footballer himself.
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, which has seen Müller Rice volume sales grow by 11%[1] as the brand continues to target new audiences and drive category growth.
Using the original creamy Müller Rice recipe as its base, 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 as a post-meal treat.
Available exclusively to Asda from this week, and rolling out across other retailers in September, the launch is supported by a six-figure multimedia marketing campaign spanning social media and OOH
Focused on engaging younger consumers and creating interest in the Müller Rice category for a new generation, the marketing campaign spotlights ‘Dec’s Café’ where Declan Rice is front and centre as the creative force behind the new flavour.
Each pot features special edition packaging with an image of Declan himself alongside his signature, adding a personal touch for fans.
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 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.
“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, Declan 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 classic Müller Rice is something I’m super excited about – and can’t wait for everyone to try it!”
[1] IRI 52 w/e May 2025
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller, a family owned business which employs over 33,000 people throughout Europe.
Servicing customers with strategic partnerships throughout the UK & Ireland, while exporting to over 60 countries internationally, the business develops, manufactures and markets a wide range of branded and private label dairy products made with milk from over 1,000 farmers in Britain, alongside a designated plant-based range.
Müller is one of the ten most chosen FMCG brands in Great Britain, and the most popular dairy brand. It is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients, which aims to build a better dairy future. It produces branded and private label fresh milk, powdered milk, cream, butter, milk drinks and ingredients products, and boasts a network of dairies and depots servicing customers throughout the UK and beyond.
Müller Yogurt & Desserts, which aims to help put a smile on the nation’s face. It is responsible for major brands like Müller Corner, Müller Light, Müller Bliss, Müller Rice, Müller FRijj, Müller X Myprotein, Müller Plant Based and Biotiful Gut Health. It produces chilled desserts and milkshakes under licence from Mondelez International and also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Müller UK & Ireland’s Sustainability Action Plan outlines how the business is driving positive environmental and social changes. It shows how Müller is already making, and will continue to make, a real difference for the planet, its partners and its people.
