UK: Premier targets children with Ambrosia mini pots
Premier Foods has launched Ambrosia Mini pots for mums and young kids
Premier Foods plc is extending its range of ambient Ambrosia desserts in the UK with the launch of mini pot lines.
The company will launch Ambrosia Mini Custard pots and Ambrosia Mini Rice pots next month. The desserts include calcium and vitamin D.
Premier said there was no product in the UK's ambient desserts category "for Mums with young children".
It added: "The presence of children is a key consumption occasion."
The pots, which will have an RRP of GBP1.49 (US$2.49), willl be launched in offer at GBP1 at "key retailers to drive trial", Premier said.
Citing data from IRI, Premier said Ambrosia had generated retail sales of GBP100m at grocery outlets in the year to 28 December. Premier said the same figures showed Ambrosia sales were up 10.7%, "ahead of the ambient desserts category".
In October, Premier revealed it had struck a deal that would see Ambrosia sold in China.
Premier Foods is extending its Ambient Desserts range with the launch of Ambrosia Mini Custard pots and Ambrosia Mini Rice pots - a unique addition to the Ambient Desserts category, which currently does not offer products for Mums with young children.
New Ambrosia Minis pots offer the same delicious, creamy taste that consumers' love, now specially formulated for young children with added calcium and vitamin D for strong bones
Dairy goodness and made from 100% naturally-sourced ingredients
Made with real milk
No preservatives or artificial colours, flavours or sweeteners
Small pots perfect for smaller appetites (6pk of 55g pots)
Long life perfect for stocking on reserve and out of home consumption
The presence of children is a key consumption occasion and growing at +2.6%. Ambrosia Mini pots are specially formulated with calcium and vitamin D, which are important for shoppers purchasing dessert products for their family. Research has shown a high level of purchase intent for Ambrosia Mini Pots with 79% of households with 1-7 year old children claiming that they would definitely/probably buy them, with 3.5m households already buying mini pots of some variety. The small Ambrosia Mini format has proven to resonate with the target consumer, as the 55g pots are perceived as a good size for younger children1.
Hilary Brown, Senior Brand Manager of Ambrosia says, "We believe that healthy eating habits are important for the development of children and help to shape their food choices later in life. That's why the new enriched Ambrosia Mini pots are perfect for young children, specially formulated with calcium and vitamin D. They are a great way to provide families with Devon's dairy goodness, as they are made from 100% naturally-sourced ingredients that they'll love, with no artificial colours or preservatives. They are sure to drive incremental sales for retailers."
Ambrosia, with its strong heritage and consumer loyalty, has grown ahead of the Ambient Desserts category at +10.7% YoY and is now worth £100m RSV3. Penetration is also in growth at +12% YoY.
The Chilled Children's desserts category is worth £276m, growing at +1.5% YoY. The Ambient Desserts category has an impressive 93% market penetration with families, highlighting the potential for the right format and product offering for children from a trusted brand should see similar success of that seen in the chilled category. Ambrosia Mini pots are predicted to deliver 69% incremental category growth to the Ambient Dessert category.
The new Ambrosia Mini pots will be supported with tactical in-store activity and attractive £1.00 launch promotions available in key retailers to drive trial. Recommended retail price £1.49.
Ambrosia Mini pots will be available from March 2014.
Original source: Premier Foods
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