Premier Foods has expanded its portfolio into the on-the-go breakfast market for the first time ever with the launch of Ambrosia ready-to-eat (RTE) porridge pots. Now available across the wholesale and convenience channel, the porridge pots are gaining real traction in the market and offer a convenient, tasty breakfast option for customers. This innovation is available in Original, Raspberry, and Golden Syrup flavours, with the range rolling out in the channel now with an MRSP of £1. The porridges can be enjoyed either ambient or hot, with no need to add hot water, making them ideal for shoppers who are seeking a convenient breakfast option both on the go or at home.
Over the past two years breakfast occasions have grown, translating to around 20 billion more meals than previous years1 . Breakfast is seen as the most important meal of the day by over half of consumers2 , therefore the cereals category presents a key sales opportunity for retailers. When it comes to convenient breakfast choices, porridge pots are often chosen over regular cereals, with 63% of consumers opting for the ease and practicality of ready-to-eat options3 .
Daniel Jalalpour, brand director for desserts at Premier Foods, comments: “Porridge has become a hugely popular breakfast choice with consumers, especially over the past 18 months as we have all spent more time at home4 . We wanted to give retailers the opportunity to offer their shoppers a tasty, convenient version of their favourite breakfast from a trusted brand – perfect for those mornings you’re short on time.
“Ambrosia is a widely loved and trusted brand, and has seen growth across its loyal fanbase, with 1.3 million new customers enjoying the range5 , and we look to attract more shoppers with this latest launch. Ambrosia ready-to-eat porridge pots will give consumers the true convenience that the category is missing today, with a ready to eat proposition a convenient choice. Each pot also contains less than 3% fat and is HFSS-compliant while maintaining the iconic creamy taste of Ambrosia products consumers know and love.”
Ambrosia’s ready-to-eat porridge pots are being supported with a ‘Wake Up to Breakfast’ in-store and online campaign, including branded POS materials and digital advertising. We also recommend stocking them near the front of the store, to enable customers looking for a convenient breakfast to quickly grab and go.
1 Kantar Usage Panel, Breakfast Occasion, 52 w/e 27 Dec 20
2 Kantar Worldpanel Purchase 52 w/e 27 Dec 20 – Take Home Panel
3 Kantar Usage Panel, Breakfast Cereals, 52 w/e 27 Dec 20
4 Kantar 12 w/e 14 June 2020
5 Kantar Worldpanel (P12M to 1st Nov 2020)
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