Adverts for Müller Rice are to appear on the sides of buses across the country this summer, in a bid to raise its profile as a low-fat summertime snack.

The £2.5m campaign is spearheaded by a four-week burst of TV ads from next week, followed by a two-week bus-side advertising push.

The activity will be backed with a sampling campaign, which aims to reach 3.4 million consumers during the summer.

The two 20-second ads, which first aired in February this year, are called Japan and Ukraine and feature a traveller sent by Müller to find a snack as "tasty and low in fat as Müller Rice".

The brand clocked up sales of £41.4m for the year to 19 April 2008, up by 14.6% [IRI]. It has a 7.7% value share of the adult chilled pots market.

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