Ambrosia stirs up the market with new plant based custard

Ambrosia, the UK’s number one brand in ambient custard[2], is launching a new plant based custard this month, to unlock wider appeal across the category. Welcome, Ambrosia Plant Based Custard.

A family favourite for over 50 years, Ambrosia custard knows a thing or two about what makes custard taste great. Ambrosia Plant Based Custard delivers that same delicious creamy texture and recognisable flavour that is so synonomous with the brand, giving people with dairy intolerances or looking for more plant based alternatives the opportunity to enjoy custard as it should be.

To help make it a success in store, shelf edge signage such as aisle fins on fixtures and branded shelf barkers will help to attract shoppers to the new product. What’s more, Ambrosia Plant Based Custard is also non-HFSS, so retailers can stock it anywhere in store for maximum visibility.

Daniel Jalalpour, marketing director for desserts at Premier Foods said: “We know that people’s diets are changing and it is our job to offer alternatives to suit all tastes and requirements. Expanding our Ambrosia range with this new plant based custard will enable households to still enjoy the nation’s favourite ambient custard[3] whether they are looking to cut down on dairy or follow a plant based diet.”

“Three years in the making, the custard has been specially formulated to ensure our recipe doesn’t compromise on the taste or textures consumers know and love from Ambrosia already. We hope to broaden the appeal of this well-loved dessert to new shoppers and help future proof the category with a product that hits the mark.”

The new custard will be launching on the 12^th of August in selected Morrisons stores, and then rolling out to wider grocery retailers in September. The plant based custard will be available in a 390g can, at a MSRP of £1.95, and will be subject to availability and supported by in-store displays.