Müller is encouraging consumers to 'indulge responsibly' in its latest push for Amoré as a luxury treat.

The 16-week burst consists of advertising and sampling and is the first campaign for the brand since its relaunch in April.

The Please Indulge Responsibly campaign will appear in women's and food magazines, celebrity weeklies and newspaper supplements. The ads will be supported with sampling activity in an Amoré lounge, which will be touring the country visiting shopping centres and summer events.

Last year, Amoré sales were up 17.6% to more than £21m [IRI]. In the four weeks to 17 May, sales increased 47% compared with the same period last year .

Müller is also revamping its Corner range .