Bestfoods is targeting convenience and health food outlets with an organic version of traditional dessert Ambrosia Organic Creamed Rice. The ambient canned dessert sells at 65p, which, according to Bestfoods senior brand manager Sandrine Pirovano, will appeal to families for whom organic products have previously been too expensive. The launch rounds up an overhaul for the Ambrosia brand over the past year, which included £12m worth of TV and press ads, sponsorship and instore activity. Packaging was redesigned to put more emphasis on health and now features the message Goodness comes naturally'. Organic is the growing trend across most food market categories and most sales are through multiple retailers. Pirovano believes there are opportunities for other sectors. "More than a quarter of people claim to have bought at least five organic products in the past year," she said. {{P&P }}