Müller is targeting growth within the chilled desserts category with the launch of Müller Rice Protein later this month.
Müller Rice Protein, which is the supplier’s first new product for more than three years, is an attempt to tap into the growing protein trend.
It will be available for independent retailers and from Morrisons from 22 March in 180g single pots, in both chocolate and vanilla variants, at an RRP of £1.
Each pot contains 14g of protein, more than double the protein-per-pot content in the existing Müller Rice range.
Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts, said: “When we looked at the data behind the protein trend, it became clear that almost a third of high protein shoppers were looking for something which keeps them fuller for longer, but there are limited choices on the market. By introducing a hunger filler option like Müller Rice Protein, there is clear potential for category growth.
“Shoppers are looking for a product which meets their needs, but they are also looking for well-known and trusted brands. So as the nation’s favourite dairy brand, we’re well placed to meet this opportunity.”
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