Media

07 March 2017

Everyone's childhood favourite, Angel Delight, launches in ready-to-eat pot!

- Premier Foods is launching the first ready-to-eat Angel Delight dessert in a convenient pot format - made with fresh milk and natural flavours, the new pots are perfect for on-the-go  
- The launch will be supported with a digital campaign to highlight the convenience of the pots and drive awareness of the wider Angel Delight range of powdered desserts, which now has an improved recipe, packaging refresh, and is available in a new drum format containing 12 servings.

Premier Foods is looking to capitalise on consumers’ love of its popular Angel Delight brand, with the launch of a new range of ready-to-eat Angel Delight pots. Made with fresh milk, no artificial colours, flavours or preservatives, these convenient desserts are the first aerated ambient desserts in the market, and offer shoppers the delicious taste and texture they have come to associate with the brand in a handy pot. Rolling out in March, the pots will be available in four tasty flavours – Super Strawberry, Bubbly Butterscotch, Banana Bubbles and Chocolate Cloud. 

Ideal for busy families, Angel Delight pots are a quick, easy and portable solution that can be eaten straight from the cupboard or fridge. With the on-the-go market continuing to grow, the new format will help modernise the brand and attract a wider range of shoppers to the ambient desserts category. 

Grace Liljemark, Director Desserts and Baking at Premier Foods, comments: “Angel Delight has a special place in people’s hearts and childhood memories, so we are really excited to invest in such an iconic brand. Consumers are often time poor and living life on the go; they’re looking for simple, portable solutions. The new pots offer the light and bubbly Angel Delight taste they know and love, in a convenient ready-to-eat format. Just like the original version, it is made with fresh milk – so it provides a source of calcium – not to mention it’s a tasty treat, we think the whole family will enjoy.”

The new range will be supported by a digital campaign from May, plus in-store activation and media. 
The core Angel Delight range has also benefitted from a recipe upgrade and exciting packaging design refresh. The new formula is flavoured with real ingredients, such as strawberries or milk chocolate.

The new packaging design celebrates its new lease on life, modernising the brand to help attract younger consumers and families. In addition, a new family sized format (12 servings) has been introduced to the range to help retailers drive weight of purchase and provide families with a re-sealable format so they can regularly enjoy Angel Delight, with no waste. 

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