Strategy in action: Growing the UK core
Our Branded Growth Model is at the heart of what we do. As part of it, we leverage our leading category positions, launching new products to market linked to key consumer trends.
One of those consumer trends is indulgence, and Ambrosia Deluxe is a good example of a more premium offer in our portfolio.
Ambrosia is one of our largest and most loved brands; it is the leader in the ambient desserts category and synonymous with creaminess from Devon. With household penetration of 37%, Ambrosia demonstrates strong brand equity in the ambient desserts category.
No1
brand in the ambient dessert category
37%
household penetration FY24/25
45%
increase in revenue from Ambrosia Deluxe
During FY24/25, we saw increased demand from consumers for more premium, indulgent, products.
Ambrosia Deluxe Custard and Deluxe Creamed Rice are made using our creamiest and most luxurious recipes, blended with fresh cream and Madagascan vanilla, exuding indulgent taste and flavours.
Building on its success to date, we expanded the range to include twin pot creamed rice in Caramelised Biscuit and Apple & Cinnamon flavours, perfect as a snackable and indulgent dessert. Additionally, the whole Ambrosia Deluxe range is non-HFSS (not high in fat, salt and sugar).
Our Ambrosia range is manufactured at our Lifton creamery in Devon, where we have invested in a new pot filling and packing line during the course of the year which not only improves speed and efficiency of the line but also provides additional capacity.
The Ambrosia Deluxe range grew by 45% in FY24/25, demonstrating the strength of the sub-brand in our brand portfolio.
