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[1] and have over indexed with younger families in the ambient dessert market[2].

Daniel Jalalpour, brand director for desserts at Premier Foods, comments: “Ambrosia has been a household favourite for generations and is now worth over £100m[3]. 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[4], 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[5], 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.

[1] IRI Total Grocery Outlets, 52 w/e 13 Feb 21, Value Sales

[2] Kantar Worldpanel 52 w.e 09th August 2020

[3] Kantar Worldpanel (P12M to 1st Nov 2020), Retail Sales Value

[4] Kantar Worldpanel (P12M to 1st Nov 2020)

[5] Kantar Worldpanel Usage  52 w/e 29th Nov 20, % share of occasions featuring other sweet food items

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