Media

03 June 2014

The proof is in the pudding with Ambrosia’s new ‘Puds’ range

Premier Foods is extending its Ambient Desserts range, by launching the only complete pudding solution in the category, new Ambrosia Puds.

Overview:
Premier Foods is extending its Ambient Desserts range, by launching the only complete pudding solution in the category, new Ambrosia Puds. The six new delicious dessert pots have been designed to compete with the vast array of chilled twin-pot offerings currently available. The new pots provide consumers with a delicious dessert solution, which have the added benefit of a long shelf life – perfect for stocking on reserve for a quick and easy proper pudding whenever, wherever.

Product Information:
Ambrosia Puds provide consumers with a quick, easy, and delicious everyday pudding, which are perfectly portioned and available in a wide variety of exciting new flavour and texture combinations. The six new flavours have been designed to replicate Britain’s most loved proper puddings, with a modern twist.

Consumers love the delicious new range, receiving excellent feedback. Product testing delivered exceptionally positive results, proving that the proof really is in the pudding, with above average scores vs category norms .

Available in a variety of flavours, packed with chunky real fruit compote or crunchy crumble clusters, served alongside the nation’s favourite custard or rice partner:

o Ambrosia Devon Custard with Apple Crumble Clusters
o Ambrosia Devon Custard with Sticky Toffee Crunch Clusters
o Ambrosia Devon Custard with Chunky Apple & Blackberry Compote
o Ambrosia Devon Custard with Summer Fruits Crumble Clusters
o Ambrosia Devon Custard with Real Rhubarb Compote
o Ambrosia Creamy Rice with Real Strawberry Compote
 

Consumer trends:
Research has shown that consumers love proper puddings but often lack the time to make them, instead resorting to chilled dessert pots that leave them feeling unsatisfied . As a result, there is a growing consumer need for satisfying proper puddings, which new Ambrosia Puds fulfils. Consumers are crying out for a product that provides a solution to the growing informal sweet occasion, which has been steadily increasing year-on-year at +5%  alongside the individual dessert sector at +6.4% .

Caroline Jary, Category Marketing Director at Premier Foods comments, “Our new Ambrosia Puds range will modernise the mid-week pudding occasion, taking proper puddings into the twenty first century and providing consumers with a convenience format that fits into their busy lives. This launch will help to drive excitement into the category and ultimately incremental category growth."

Category Insights:

The Ambient aisle is currently visited by 49% of consumers every 4 weeks, less frequently than Chilled (72%); but within Ambient Desserts the Individual sector is driving total category growth, highlighting the potential to drive footfall and growth with the right products, for the right consumers. As category leader , worth over £100m and in strong growth (+8% YoY) , Ambrosia stands for proper pudding and is in the best position to accelerate category growth. New Ambrosia Puds enable the brand to compete within the wider Dessert category, against chilled and frozen complete pudding alternatives.

Market research indicated above average purchase intent and trial1, which reflects the potential of this new launch. This launch is unique to market as there is no other Ambient Desserts offering that is a complete pudding in a pot.

Launch Details:

The new Ambrosia Puds will be available from June 2014 with an RRP of £0.75. The launch will be supported with tactical activity and an attractive £1.00 launch promotion available in key retailers to drive trial.

 



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