01 April 2008

Ambrosia Layers – pots of potential

Premier Foods has relaunched its range of Ambrosia Layers desserts - guaranteeing on-shelf taste appeal.

Premier Foods, the UK's No. 1 food manufacturer, has relaunched its range of Ambrosia Layers desserts - guaranteeing on-shelf taste appeal.

Complete with new, improved recipes and revamped packaging for optimum stand-out, Ambrosia Layers complete desserts now have richer custard and tasty new sauce options that will help to drive both the brand and the whole ambient dessert category. 

A £1m television ad campaign is due to hit the small screen this summer to support the relaunch.  Promotions and strong point-of-sale material will help convert awareness from TV advertising into trial in store.

Appealing to 25 to 45 year-old women, Ambrosia Layers offer mums the perfect opportunity for the ‘me time' they often have too little of.  Available in twin-packs, the delicious desserts come in a number of flavours, cased in convenient, ambient pots.

"Mums should be encouraged to take a little time out to relax and recharge their batteries during a hectic day - and Ambrosia Layers desserts give them a great reason to," says Ambrosia Marketing Controller Michelle Wilde. "Now they can sit back and enjoy the creamy rice or custard pot desserts which keep their sweet tooth happy without leaving them feeling like they've overindulged.

"All products in the Ambrosia Layers range have scored incredibly highly in taste tests," continues Wilde, "with more than 70% of target consumers saying they would definitely or probably buy the Chocolate and Caramel flavours, while the new Peach and Rhubarb flavours significantly outscore previous recipes."

New additions to the range include Ambrosia Custard Dessert with Chocolate Layer and Custard Dessert with Caramel Layer - both made using richer, dessert-style custard layered on top of delicious sauces, yet still only 3% fat!  Other variants in the range include Custard Dessert with Rhubarb Compote, Custard Dessert with Peach Compote, Rice Dessert with Raspberry & Blackberry Sauce and Rice Dessert with Strawberry Sauce.

Individual desserts are driving the £263m Ambient Desserts Category (1). Worth £74m, and growing at +10.2% year-on-year, they are outperforming the rest of the market. Ambrosia leads the field; worth £26m, with +7.7% growth year-on-year. Layer desserts have added more than £2.4m in incremental sales to the Individual Custard and Rice sector in the past two years. Ambrosia Layers sales are now worth £2.5m.

1 April 2008

(1) All data unless otherwise stated: IRI Grocery Outlets 52 w/e Feb 16, 2008

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