Media

12 February 2013

Premier Foods launches innovation in ambient dessert category supported by TV

Premier Foods is building on the success of ambient dessert category leader, Ambrosia, by extending the range to include a new dessert sauce for pouring over strawberries and other cold desserts.

Premier Foods is building on the success of ambient dessert category leader, Ambrosia, by extending the range to include a new dessert sauce for pouring over strawberries and other cold desserts. Ambrosia Devon Dream is a unique proposition for the ambient dessert category and contains 80% less fat than single cream.

Delicious poured over cold desserts; the vanilla flavoured dessert sauce will be in store from March and drive significant sales for retailers in the build-up to summer and will be one of the launches in the category in 2013.

Given its reduced fat content versus single cream, Ambrosia’s Devon Dream will aim to drive growth through new user penetration and also increase usage of existing consumers during the summer months. As a 57%  incremental category growth opportunity for ambient desserts, Devon Dream will be best used poured over fruit and other cold desserts.
Paul Watmore, Brand Director, Ambrosia says, “We are anticipating a year of substantial growth for Ambrosia and for the ambient desserts category. Devon Dream is  a key part of our plans to achieve this.

“Consumer testing shows this is a product consumers will love, with  over 80% saying they will probably or definitely buy it, the highest ever score given to an Ambrosia product.

“The campaign will be supported with dedicated TV advertising introducing Devon Dream to shoppers and gold standard in store activation keeping Devon Dream front of mind for all consumers. The strong in-store support plan features bespoke POS, FSDU and out of aisle display which will maximise trial and visibility for the brand and translate into strong sales for the retailer.”

Devon Dream will be in-store from early March. Case sizes of six will be available for retailers. The MSSP for Ambrosia Devon Dream is £0.89.

- Ends -


For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]

Notes to Editors
As one of Britain's largest food producers, Premier Foods is committed to being ‘The Best in British Food’ - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s . The company employs around 9,000 people operating from over 35 sites from across the country.


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