03 March 2012

Unbelievably good Ambrosia Rice range to drive divine snacking sales

Ambrosia is launching a twelve-strong range of rice NPD in snack pots.

Ambrosia, is launching a twelve-strong range of rice NPD in snack pots. Supported by a £10m investment - the biggest in Ambrosia’s history - the snack pots will be available in four new formats and five new flavours to drive relevance and appeal. The launch is set to expand the ambient desserts category through the snacking occasion, by positioning the rice range as a great tasting and naturally low fat everyday snack.

NPD and new formats have been crucial for driving growth in the ambient desserts category, with Premier Foods successfully launching individual pots and a puds range under the Ambrosia custard range in recent years. This NPD has contributed to +26% growth in the Individual custard sector over the last three years  and Ambrosia is set to do the same in ambient rice through its exciting raft of NPD, particularly as Individual formats are already proven to drive growth in the category at +22% (vs. 12%) .

Caroline Jary, Brand Director Desserts comments, “Ambrosia is benefitting from its biggest ever investment this year. By launching this new range and communicating our “unbelievably good” messaging about Ambrosia rice’s naturally low fat content, we anticipate a year of significant growth for Ambrosia.  Retailers can maximise this significant opportunity by merchandising via secondary siting for example, in the lunch fixture, as well as with ambient desserts, using the bespoke POS available to increase visibility.”

The Ambrosia rice formats and flavours:
- 190g pot in four flavours
- 120g pot in four flavours
- 115g pot of Light Rice, 99 calories
- Re-sealable and microwavable 500g sharing pot
- Rice+, individual rice pud with jam on the side

The new range is in-store from early March and is being supported with a fully integrated campaign including TV on air from May, outdoor, sampling, PR and a significant in-store investment.


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

Notes for editors: 

The rice range from Ambrosia comprises:
- Original
- Apple
- Strawberry
- Custard

- Original
- Apple
- Strawberry
- Chocolate

Light Rice 115g 99 cals
- Original

Sharing pot 500g
- Original

- Raspberry
- Strawberry

As Britain's largest food producer, 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, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.

28 February 2012

Premier Foods repositions its Mr. Kipling brand and launches new TV ad

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