Smooth Toffee flavour from Muller Rice

Müller Rice has a new Smooth Toffee variant, bringing a confectionery-style dimension to the line-up which currently comprises Original, Strawberry, Raspberry, Apple, Blueberry, Vanilla Custard and limited-edition Apple & Blackberry.

The company says bringing in confectionery lines is a very effective way of generating incremental sales as they have strong "treat appeal" among consumers looking for a sweet snack or dessert.

The Rice Cherry variant is being delisted to make way for Smooth Toffee which is available in trays of 12 x 200g pots. A range of Müller products, including mixed cases, is available through the majority of food service chilled wholesalers.

To buy it, callMüller Dairy (UK)01630 692000