Rice pudding boosts Muller sales to £57m

Sales of rice pudding made in Shropshire have risen four per cent in the last year as more people turn to comfort food to cope with the economic gloom, researchers said today.

In the past year Muller Rice sales have grown to £57.4 million, data from market analyst Symphony IRI has shown.

Bosses at Muller, based in Market Drayton, have put the increase down to advertising and encouraging shoppers to reappraise the brand, but other makers of pot desserts, such as Yeo Valley, have also seen good growth.

Muller recently extended the brand to offer seven different flavours and mini pots while Devon brand Ambrosia last month launched a range of rice puddings in snack pots, as well as a resealable and microwavable sharing pot, and a rice pudding with jam on the side.

Lynette Sinclair of Tideford Organics, also based in Devon, said: "There is a real move towards classic comfort foods in these times of austerity, especially those made simply with good quality ingredients."

The report from IRI said that families hunting for cheaper snacks had also fuelled an increase in dessert-flavoured yoghurts and Muller is extending the trend into its Mullerlight range.

After launching a coconut variety with chocolate sprinkles in the autumn, it rolled out a mint with chocolate sprinkles limited edition in February.

Trade magazine The Grocer said that pot desserts have recorded the most impressive growth with rice pudding the star performer.

The magazine said: "As yoghurts become more like puddings, pot desserts will no doubt have to raise their games. But for now they are sitting pretty – and one sector doing particularly well is rice pudding."

Muller is in the final stages of buying Robert Wiseman Dairies in a £280 million deal.

In January, the company's £20 million advertising campaign 'Wunderful stuff' was voted among the most annoying on television in Marketing magazine.