Premier Foods is launching a complete hot pudding - including custard or rice - in a pot with its latest Ambrosia NPD.

Rolling into stores next month, the six Ambrosia Puds are packaged in a yoghurt-style split-pot containing either custard or rice and a portion of fruit crumble or compote. The ambient desserts have an rsp of 75p - two-for-£1 at launch - and can be eaten cold or microwaved hot.

Puds will compete with the “vast array” of chilled twin-pot desserts on the market, said Premier. A long shelf-life made them suitable for stocking up on for a “quick and easy proper pudding”.

Consumers loved puddings but often lacked time to make them, Premier said, and instead resort to chilled dessert pots that “leave them feeling unsatisfied”. The ambient dessert aisle was visited by 49% of consumers in a four-week period [IRI 4w/e 5 January 2014], compared with the 72% who visited the chilled desserts fixture. This highlighted the potential to drive footfall and growth with the right products, Premier added.

“Puds takes proper puddings into the 21st century and provides consumers with a convenience format that fits into their busy lives,” said category marketing director Caroline Jary. “This launch will help drive incremental category growth.”

The range was designed to reflect Britain’s most popular ‘proper’ puddings and comprises: Ambrosia Devon Custard with either apple crumble clusters, toffee crunch clusters, apple & blackberry compote, summer fruits crumble clusters, and rhubarb compote; and Creamy Rice with strawberry compote. The desserts contain no preservatives or artificial colours, flavours or sweeteners.