The Müller bear - Tasty B - is back. And to mark its sponsorship of the IAAF World Championships next month, the Vanilla Ice-loving ursine has gone all sporty.

At a race in an empty stadium (yikes!), an inopportune tummy rumble causes GB sprinter Adam Gemili to miss the start. Tasty sidles amusingly into his personal space, and comforts him with a pot of nice rice and a big hug.

Gemili is relaxed and fun. He might not be an A-lister (for that the brand has Nicole Scherzinger, in a complementary and flagrantly sexy Müller Corner ad), but he offers vital ‘healthy’ cred. Unfortunately, the injury-affected athlete’s selection for the games is in doubt. Perhaps he can use the pot’s promo offer to win tickets.

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