Müller Rice has a new limited edition banana & toffee variety. The launch is supported by a £1.5m TV and press advertising campaign. A bespoke 10-second end tag highlighting the new flavour has been added to the existing 20-second TV execution, and a new press advertisement has been developed for the launch campaign. Both will continue to position the brand as a tasty, healthy, low-fat snack which is "Surprisingly Nice".
Packaged in shelf-ready trays of 12x190g pots, recommended retail price is 64p. Banana & toffee will be available until the autumn.