Discovery Foods is launching a Soured Cream with a difference ­ it doesn't need to be kept chilled.
The Americas ethnic food specialist claims its ambient offering delivers the same taste and consistency as fresh offerings yet still has a six month shelf life despite containing no artificial preservatives.
Marketing director Paul Vita said the cream was developed in conjunction with Wiltshire-based producer Coombe Castle International and will launch next month with an rsp of 99p for a 150g jar. Vita said: "Until now, consumers could not buy soured cream straight from the Mexican fixture, often resulting in missed sales as they forget to get it from the chiller."