Müller UK & Ireland has expanded its premium desserts portfolio with the launch of Müller Bliss x Baileys. The new licensing partnership combines Müller Bliss’s Greek-style whipped yogurt with a Baileys flavour sauce, complemented by dark chocolate and crispy Baileys flavour balls. The product contains no alcohol and is available across major retailers.

Talar El Asswad, strategy and marketing director at Müller Yogurt & Desserts, says, “We’re delighted to be partnering with Baileys to bring something truly unique to the yogurt aisle. By combining the flavour of one of the UK’s most loved spirits brand with the indulgent taste and texture of Müller Bliss, we’ve created a distinctive adult treat which offers consumers a perfect ‘me time’ moment. As we move towards the end of the year, we know shoppers are looking for more indulgent treats, and Müller Bliss x Baileys is perfectly placed to deliver on that need.”

Declan Hassett, senior licensing manager at Diageo, adds, “The product offers consumers a completely new way to enjoy the much-loved flavour of Baileys. It builds on the success of Baileys’ long-standing licensing programme, which extends the brand beyond the liquid with strategic partners that strengthen its relevance and create exciting new consumer experiences and occasions.”

The launch is being supported by a multi-channel marketing campaign featuring sampling, in-store activation and social media activity.