Ambrosia expands porridge pot offering with new flavour
Following Premier Foods’ successful expansion into the Breakfast category with the launch of Ambrosia ready-to-eat (RTE) porridge pots last year, it is welcoming a new flavour to the range this month. Apple & Blueberry will join Original, Raspberry, and Golden Syrup flavours to provide consumers with even more on-the-go breakfast options.
Ambrosia ready-to-eat porridge pots give consumers true convenience as they can be eaten either ambient or hot and do not require any preparation. Since launch, they are now worth an impressive £2.3 million [1] (RSV) and by appealing to younger households, the range has delivered an impressive 38% of total branded category growth, with two thirds of these new Ambrosia shoppers bringing incremental sales to the porridge pots sector[2].
Following its success, Ambrosia is now expanding the range with a new flavour. Ambrosia porridge pots in Apple & Blueberry provides the iconic creaminess of the Ambrosia products that consumers know and love with a real fruit layer that can be stirred in. They also contain British wholegrain oats, provide a source of protein, fibre and calcium and are HFSS-compliant. They contain less than 3% fat and no artificial colours, flavours, or preservatives.
Daniel Jalalpour, marketing director for desserts at Premier Foods, said: “With 73% of workers travelling into a workplace, compared to just 31% in April 2020[3], consumers are looking for breakfast products that are convenient and quick to consume. Ambrosia porridge pots are the ideal choice to accommodate this as they can be enjoyed hot or cold, with no need to add hot water. The new addition provides shoppers with even more flavour choice at breakfast.”
Ambrosia porridge pots in Apple & Blueberry will be rolling out across the Grocery channel from 23rd October.
[1] IRI 52 w/e 23rd September
[2] IRI to 15th April 2023
[3] Statista, May 2023, https://www.statista.com/statistics/1207746/coronavirus-working-location-trends-britain/