Following the successful launch of Deluxe Custard, Ambrosia is introducing three new SKUs to its indulgent Deluxe range with the launch of Ambrosia Deluxe Rice cans in West Country Cream and Ambrosia Deluxe Rice pots in Madagascan Vanilla and Salted Caramel flavours. Available from August, the products provide a more luxurious version of the popular rice pudding dessert.
The Ambrosia Deluxe Custard range was introduced in 2021 to meet consumer demand for premium and indulgent ambient desserts. It is performing well and in the last year has delivered £2.7m RSV[1]. Following the success of this indulgent range of custard, Premier Foods is expanding its offering further with Ambrosia Deluxe Rice.
Made with fresh cream and blended with the finest ingredients, Ambrosia Deluxe Rice is a creamy, thick and indulgent rice pudding. Available as a 400g can in West Country Cream flavour or 110g pots (twin pack) in Madagascan Vanilla and Salted Caramel flavours, the range is ideal for dessert and snacking occasions – and as the products are ambient, they can easily be enjoyed at home or on-the-go.
In addition to indulgence, good value is also now a huge consideration for consumers and around two thirds of adults are spending less on non-essentials due to cost-of-living increases[2]. Ambient desserts – like Ambrosia Deluxe Rice – are ideal as they are a more affordable choice of treat in comparison to chilled alternatives (ambient desserts have a lower average selling price of £0.95 compared to chilled at £1.47[3]). In addition, as the products do not require refrigeration, they stay fresher for longer and help to reduce waste for shoppers.
Daniel Jalalpour, marketing director of desserts at Premier Foods, said: “With the spending squeeze affecting households, consumers have been moving towards more affordable ambient options. Recognising the huge opportunity to provide consumers with more premium offerings that meet demand for indulgence and affordability, we have launched the three new rice desserts to give shoppers more choice.”
Ambrosia Deluxe Rice will be available in Asda from August and Sainsbury’s from September. The launch is being supported with in store media and an out of home campaign launching at the end of September.
[1] IRI Total Outlets Ambrosia Deluxe Custard Value Sales 52 w/e 1st July 2023
[2] Office of National Statistics, 28th June – 9th July 2023, Cost of living insights: Spending
[3] Kantar World Panel Total Desserts – Chilled Dessert Value Sales 52 w/e 25th December 2022
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