Müller Rice is courting perpetually hungry consumers with the launch of Müller Rice 5 Grains.
A national multimedia campaign will support the new wholegrain product, which contains five grains: white rice, barley, spelt, millet and wheat.
The product has been created to fulfil all eight moments of what Müller calls the ‘daily hunger spectrum’, which apparently stretches from breakfast and morning hunger to after dinner and evening hunger.
A central part of the dairy company’s vision, which identified a potential £233m of category growth by 2020, is to unlock more occasions. Müller research found that consumers are asking for dairy products which not only tackle hunger, but offer a low fat option which can be eaten at various times throughout the day.
Müller Rice 5 Grains will be available from September 25 in 180g single flavours and four-packs of Original and Blueberry flavours.
Müller plans to hand out over 500,000 samples of Müller Rice 5 Grains in busy train stations, focusing on the morning rush hour. This activity will be supported by a new TV advert featuring the brand’s Germanic rapping bear Tasty B.
Michael Inpong, Chief Marketing Officer at Müller said: “Müller Rice 5 Grains builds on the Müller Rice we all know and love with the addition of barley, spelt, millet and wheat to create an excitingly tasty, low fat, wholegrain option that our consumers can consume whenever they are hungry; whether that’s for breakfast or a mid-morning snack.”
