Müller Rice has launched a Smooth Chocolate & Caramel variant, featuring Tasty B - a rapping bear character used in Müller Rice’s recent TV ad campaign.

The limited-edition carries the strap ‘Rice Rice Baby’, a play on the Vanilla Ice track Ice Ice Baby, released in 1989.

Müller claimed Müller Rice sales had increased 10% in volume since its June relaunch [Nielsen 26 w/e 7 December 2013].

The uplift was the result of “investment in product quality, new packaging and flavour innovation”, said marketing and R&D director Michael Inpong .

The new variant comes as a single pot (rsp: 69p), in packs of four (£2.69) and in mixed flavour packs of six (£3.89).