Müller Dairy is launching a new 'indulgent' sub-brand for its Müller Rice range.

Müller Rice Indulge (rsp: 69p for a 125g pot) is made with whipping cream and comes in three variants raspberry with a hint of white chocolate, smooth chocolate & caramel, and rich chocolate.

Müller currently sells about 156m pots of Müller Rice a year [Nielsen Scantrack 52w/e 6 August 2011]. The company said it hoped the launch of the new range would "expand usage occasions" for Müller Rice and boost sales.

"Müller Rice Indulge bridges the gap between standard and luxury desserts by providing an 'everyday' indulgent dessert at an accessible price point," said Müller Dairy marketing director Lee Rolston.

He added that 53% of households buying standard desserts did not buy luxury desserts and Müller Rice Indulge would provide a stepping stone for them to trade up.