Premier Foods has poured its classic Ambrosia custard into ambient pouches.
The handheld Ambrosia custard pouch, which is available in Vanilla and Chocolate (rsp: £1.10/100g), debuted in selected Sainsbury’s stores this week. It will hit selected Morrisons stores from 27 April.
Aimed at busy households, the “mess-free” custard pouches were designed to “unlock on-the-go dessert occasions” and could be used in packed lunches or as a quick afternoon snack, the brand said.
Each non-HFSS pouch contains 195 calories. The custard is also free from artificial colours, flavours, and preservatives.
The launch comes as handheld pouches continue to perform strongly. “Handheld pouches have proven they can unlock incremental occasions in multiple categories, particularly with families looking for convenient options when they’re out and about,” said Daniel Jalalpour, global marketing director of desserts, home baking, breakfast & new categories at Premier Foods.
“With Ambrosia custard pouches, we’re bringing that same benefit into ambient desserts – helping retailers recruit family shoppers and drive frequency through a format that’s easy to pick up, pack and enjoy anytime.”
Last year, Premier Foods unveiled a three-year, £19m investment programme in Ambrosia to boost custard production, slash energy costs, and free up capacity for its expanding porridge pots business.
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