Ambrosia launches Custard Pouches

Ambrosia unlocks on-the-go desert occasions with convenient custard pouches

June 8, 2026

Ambrosia is combining custard with the convenience of handheld pouches to create a unique dessert for custard lovers to enjoy anywhere, anytime. Available in Vanilla and Chocolate flavours, the ambient 100g pouches have been developed to help retailers tap into growing demand for mess-free, on-the-go snacking – enabling shoppers to enjoy custard on more occasions and create new opportunities for retailers to drive sales.

The launch comes as handheld pouches continue to perform strongly, with the chilled pouch market now worth £68m in retail and growing +8% year-on-year^[1]. Families account for around two-thirds of chilled pouch shoppers^[2], underlining the format’s appeal for busy households. Ambrosia’s Custard Pouches aims to unlock even more opportunities for retailers by bringing the popular format to the ambient aisle a totally unique product. Its versatility means it suits an occasion for almost everyone, from packed lunches to the office.

Ambrosia Custard Pouches are non-HFSS, contain 105 calories per pouch, and are made with no artificial colours, flavours, or preservatives, giving shoppers a simple, convenient option that works beyond at-home occasions and makes custard the star of the show.

Daniel Jalalpour, Global Marketing Director of Desserts, Home Baking, Breakfast and New Categories at Premier Foods said:

“Handheld pouches have proven they can unlock incremental occasions in multiple categories, particularly with families looking for convenient options when they’re out and about. With Ambrosia Custard Pouches, we’re bringing that same benefit into ambient desserts – helping retailers recruit family shoppers and drive frequency through a format that’s easy to pick up, pack and enjoy anytime.”

Ambrosia Custard Pouches will be available in selected Sainsbury’s stores from 22^nd March, and selected Morrisons stores from 27^th April, subject to availability.