Dr Oetker is launching its kids' chilled dairy desserts range in the UK next week, backed by a £2.5m marketing push.

It hopes to turn the chilled chocolate puddings, which have been available in Europe for several years, into a £10m brand in the UK within three years.

The puddings, aimed at four to nine-year-olds, were designed to keep kids interested in the category for longer and stop them moving on to cakes or ice cream as their favoured desserts, said Dr Oetker.

The range, which comes in two variants - chocolate with vanilla 'splodges' and vanilla with chocolate 'splodges' - are made with whole milk and contain no artificial sweeteners or preservatives.

In Europe, sales had outperformed expectations, said Matthew Wilson, head of marketing at Dr Oetker. He predicted Paula would clock up UK sales of £10m in its first three years.

The campaign kicks off on 1 May, including TV, cinema, press and sampling.

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