Premier Foods bolsters desserts line-up

Premier Foods is set to extend the appeal of the ambient desserts market this autumn with the launch of Bird’s Custard Pods, in addition to a relaunch across its premium Ambrosia Deluxe range. Rolling out in stores now, the latest addition to the Bird’s range offers shoppers a convenient new way to make smooth, lump-free custard every time, by simply adding milk or a milk alternative to the new wet pod format – offering the chance to create a vegan friendly custard.

“Our new Bird’s Custards Pods not only bring convenience to the ambient desserts market, but offer consumers a fail safe way to make perfect custard every time," said Dan Jalalpour, brand director for Desserts. "Shoppers can enjoy their homemade custard just the way they like it, with only the addition of milk for a delicious dessert accompaniment. The ‘to make’ custard market has been performing well, currently valued at £18.1m and growing 13.7 per cent vs two years ago , but Bird’s Custard Pods are a step up from this. Easy to use, alternatives to dairy milk can also be used for a vegan custard option and with more people preparing meals from scratch over the last year, we anticipate our latest innovation will catch shopper attention.”

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Premier Foods is also bolstering its line-up with a fresh design and new luxurious recipes across its premium Ambrosia Deluxe range. The new look can and combi packs will step-change the premium offer, helping to extend the appeal of ambient desserts. Currently worth £1.9m, the range has undergone a full rebrand to ensure that the product reflects the premium cues consumers look for in a deluxe dessert.

Ambrosia is also being supported further with its beloved Moley character back on TV screens from mid-October. In addition, Moley is taking pride of place on an on-pack promotion across the Ambrosia Devon Custard and Ambrosia Rice Pudding cans. Featuring prominently across both ranges now, consumers have the chance to win 1,000s of Moley cuddly toys in the run up to Christmas.

The competition will allow shoppers to use their promotional packs to enter online, and instantly find out if they have won one of thousands of Moley cuddly toys. Running now until December, the on-pack promotion will also have in-store support across retailers and the TV creative will be back on air from mid-October, through to early January.

Birds Custard Pods 4-pack - £1.50 MRSP

Ambrosia Deluxe West Country Cream 400g Can - £1.29 MRSP

Ambrosia Deluxe West Country Cream 750g Combi - £2.19 MRSP

Ambrosia Devon Custard 400g Can - £1.19 MRSP

Ambrosia Rice Pudding 400g Can – £1.19 MRSP

Ambrosia Devon Chocolate Custard 400g Can - £1.19 MRSP

Ambrosia Devon Chocolate Orange Custard 400g Can (Asda Only) - £1.19 MRSP