Press release —
Müller targets growth in indulgent treats with Baileys partnership
Müller UK & Ireland has expanded its premium desserts portfolio with the launch of Müller Bliss x Baileys, bringing together two of the nation’s favourite brands to create the ultimate treat for UK shoppers.
The new licensing partnership combines Müller Bliss's Greek-style whipped yogurt with a Baileys flavour sauce, complemented by dark chocolate and crispy Baileys flavour balls.
Designed to deliver a premium indulgent dessert experience, the product contains no alcohol and is designed to bring a little everyday indulgence to consumers.
Available across major UK retailers, Müller Bliss x Baileys aims to capitalise on the current growth in indulgent treats category, which is +15%* RSV year on year.
The launch forms part of Müller's ambition to expand its portfolio and ensure it offers consumers an exciting choice for every occasion.
Talar El Asswad, Strategy and Marketing Director at Müller Yogurt & Desserts, said:
"We're delighted to be partnering with Baileys to bring something truly unique to the yogurt aisle. By combining the flavour of one of the UK's most loved spirits brand with the indulgent taste and texture of Müller Bliss, we've created a distinctive adult treat which offers consumers a perfect 'me time' moment.
"Partnerships like this play an important role in our strategy to bring more consumers into the category through innovation and excitement, and ensuring we have a product for every occasion. As we move towards the end of the year, we know shoppers are looking for more indulgent treats, and Müller Bliss x Baileys is perfectly placed to deliver on that need."
Declan Hassett, Senior Licensing Manager at Diageo, said:
'We're excited to launch what feels like such a natural partnership, combining the creamy indulgence of Müller Bliss yogurt with the distinctive taste of Baileys to create the ultimate adult treat.
"The product offers consumers a completely new way to enjoy the much-loved flavour of Baileys. It builds on the success of Baileys' long-standing licensing programme, which extends the brand beyond the liquid with strategic partners that strengthen its relevance and create exciting new consumer experiences and occasions."
The launch will be supported by a significant multi-channel marketing campaign featuring sampling, in-store activation and social media activity.
*52wk to 07/26, Circana
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Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller, a family owned business which employs over 35,000 people throughout Europe.
Servicing customers with strategic partnerships throughout the UK & Ireland, while exporting to over 80 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.
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 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.
