Roald Dahl and Quentin Blake land on Ambrosia, Angel Delight and Birds packs

Much-loved Roald Dahl characters, brought to life through the iconic illustrations of Quentin Blake, are heading to the desserts aisle this summer as Premier Foods launches a new on-pack promotion across best-selling Ambrosia, Angel Delight and Birds products. Available now across all retail channels, the packs will feature whimsical favourites including Matilda, The BFG and The Witches, helping retailers attract family shoppers and drive engagement within the ambient desserts category.

The main promotion will give consumers the chance to win “splendiferous prizes every hour”, which includes Roald Dahl audiobooks as prizes. A further wrap up draw, kicking off from September 2026 until February 2027, will see a whole host of family experiences available to win throughout the campaign. Prizes include Roald Dahl Museum and Story Centre tours, Charlie & The Chocolate Factory inspired Afternoon Teas in London’s One Aldwych Hotel, as well as a family stay in the Roald Dahl suite at London’s Jumeirah Carlton Tower in Knightsbridge.

With ambient desserts under-indexing among younger shoppers^[1], the promotion aims to drive engagement and bring new shoppers into the category. This campaign leverages the cross‑generational appeal and timeless popularity of Roald Dahl’s stories and beloved characters (illustrated by Quentin Blake) that resonate strongly with Millennial parents^[2] and younger consumers alike. Inspired by some of Roald Dahl’s most recognisable books such as Matilda, The BFG and The Witches, the refreshed on-pack designs across selected Ambrosia, Angel Delight and Birds SKUs are set to create standout on shelf and help retailers attract family shoppers throughout the summer months.

Promotional packs* will be available across grocery and convenience channels throughout the promotional period which started from 1st June 2026. The promotional pack activity will be supported by in-store marketing communications and high impact POS throughout the summer.

*Open to residents of the UK and ROI aged 18+. Full terms and conditions apply. See #WinSplendiferousPrizes

[1] Kantar Worldpanel | Ambient Desserts (vs Grocery) | Demog Index – Spend Share | 52WE 19/04/2026

[2] Yougov.co.uk/ratings/entertainment/popularity/children-fiction-books/all