End of the line for Rice Indulge as Müller range purge continues

Müller has axed a third range from its fast-shrinking portfolio, The Grocer can reveal.

It has pulled Müller Rice Indulge after just three months on shelf. The sub-brand, which was only launched in September, lost its last listing - in Ocado - at the beginning of December [BrandView.co.uk].

It had been available in raspberry with a hint of white chocolate, smooth chocolate & caramel, and rich chocolate flavours, and was listed in Tesco, Asda, Sainsbury’s, Waitrose and Ocado.

At the time of launch, Müller claimed the Indulge range would bridge the gap “between standard and luxury desserts by providing an ‘everyday’ indulgent dessert at an accessible price point.”

Müller said Indulge was withdrawn as part of an end-of-year brand portfolio review, adding the range had “not established the required rates of sale.”

News of Müller Rice Indulge’s fate comes after Müller decided to pull its flavoured milk last month. The company blamed promotional discounting for preventing the product from developing into a “profitable addition” to its UK portfolio.