Premier Foods is extending its range with the addition of Ambrosia chocolate rice pudding, the first flavour from the brand within a can. Available from 8th March, the product aims to attract younger family shoppers to the category and rejuvenate the rice pudding segment.
Flavoured custards are already well established from Ambrosia – in the last 12 months, flavoured custard delivered £1.9m retail sales value and have over indexed with younger families in the ambient dessert market.
Daniel Jalalpour, brand director for desserts at Premier Foods, comments: “Ambrosia has been a household favourite for generations and is now worth over £100m. We saw 1.3 million new shoppers turn to our well-known ambient dessert brands, such as Ambrosia, in response to lockdown earlier this year, as many sought out familiar products during this challenging period. As a result of consumers rediscovering these trusted brands, we have seen a total growth of +16% for the ambient desserts catagory2.
“Building on the success of flavoured custards, and knowing that 79% of Ambrosia Rice Pudding Cans are enjoyed as a dessert on their own, the new Chocolate Rice Pudding will promote further growth and help continue brand momentum.”
Ambrosia’s Chocolate Rice Pudding will be available at an MRSP of £1.19.
 IRI Total Grocery Outlets, 52 w/e 13 Feb 21, Value Sales
 Kantar Worldpanel 52 w.e 09th August 2020
 Kantar Worldpanel (P12M to 1st Nov 2020), Retail Sales Value
 Kantar Worldpanel (P12M to 1st Nov 2020)
 Kantar Worldpanel Usage 52 w/e 29th Nov 20, % share of occasions featuring other sweet food items