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
