Premier Foods is kicking off a major push for its Ambrosia brand that includes the first TV ads for its custard in 10 years and the launch of a low-fat cream alternative.

The £3m six-week push for Ambrosia custard, which also includes cinema adverts, kicks off on 15 March and features the new strapline ‘Ambrosia. This is pudding’.

The ad was designed to remind families “you can’t have a proper pudding without Ambrosia”, said brand director Paul Watmore, adding that it marked the beginning of a raft of activity for the brand.

This included the roll-out of Ambrosia Devon Dream (rsp: 89p) last week, a cream alternative that contains 80% less fat than single cream. The launch will be supported with TV ads and off-aisle promotional activity.

“We are anticipating a year of growth for Ambrosia, and Devon Dream is a key part of our plans,” said Watmore.

Ambrosia custard sales have grown 4.1% over the past year in an overall ready-to-serve custard category up 0.5%, and account for a 77% market share [SymphonyIRI 52 w/e 26 January 2013].

Last March, Premier revamped its Ambrosia rice puddings with new flavours and formats.