Müller Expands Premium Desserts with Baileys Partnership

Müller UK & Ireland has expanded its premium desserts range with the launch of Müller Bliss x Baileys. The product is the result of a licensing partnership between Müller Bliss and Baileys, the spirits brand owned by Diageo.

The dessert combines Greek-style whipped yogurt with a Baileys flavour sauce. It is finished with dark chocolate and crisp Baileys flavour balls, adding additional chocolate and confectionery elements to the yogurt product. The product contains no alcohol.

Müller said the new dessert is available across major retailers. The launch adds a Baileys-branded product to Müller Bliss’s existing portfolio and uses the flavour profile of Baileys in a chilled yogurt format rather than in an alcoholic drink.

Talar El Asswad, strategy and marketing director at Müller Yogurt & Desserts, said the partnership brought together the flavour associated with Baileys and the taste and texture of Müller Bliss. “We’re delighted to be partnering with Baileys to bring something truly unique to the yogurt aisle,” she said.

El Asswad described the product as a “distinctive adult treat” and said it was intended to offer consumers a “me time” occasion. She also said that shoppers were looking for more indulgent treats towards the end of the year, and that Müller Bliss x Baileys was positioned to meet that demand.

Declan Hassett, senior licensing manager at Diageo, said the product gave consumers a new way to experience the flavour of Baileys. He said it formed part of Baileys’ long-standing licensing programme, through which the brand works with strategic partners to extend its presence beyond the liquid product and create new consumer experiences and occasions.

The launch is being supported by activity across several channels. The campaign includes product sampling, in-store activation and social-media activity.