Milkshake mix brand Crusha has expanded into ambient desserts.

The Crusha kids desserts range, rolling into mults now, consists of two pot products Fruit Jelly Pots (rsp: 49p) and Milkshake Puds (rsp: 49p) and two kits for kids to make at home whipped dessert sachet Whip Up (rsp: 59p) and Laya Puds, consisting of jelly and whipped dessert mixes and decorative strands (rsp: 69p). Each comes in a choice of flavours and has no artificial flavours or colourings.

Commercial director Matt Lee predicted the new lines, which join the milkshake mixes in Morrisons, Sainsbury’s and Tesco nationwide, would generate £10m in first-year sales. “We’ve taken our time to ensure this range delivers on taste, value, innovation and convenience,” he said.

Sales of the £20m milk modifiers market, which includes Crusha mixers, is expected to grow 3% by value year-on-year [Nielsen].