Premier Foods is expanding 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. This latest innovation is available in Original, Raspberry, and Golden Syrup flavours, with the range rolling out into stores from this month 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 years[1]. Breakfast is seen as the most important meal of the day by over half of consumers[2], 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 options[3].

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 home[4]. 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 range[5], 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.

[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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