UK: Premier targets children with Ambrosia mini pots

By Hannah Abdulla | 17 February 2014

Premier Foods has launched Ambrosia Mini pots for mums and young kids

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.

Show the press release

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

Sectors: Dairy, NPD & innovation

Companies: Premier Foods plc

There are currently no comments on this article

Be the first to comment on this article

Related research

Premier Foods plc - SWOT, Strategy and Corporate Finance Report

Premier Foods plc - SWOT, Strategy and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings, detailed financials, and c...

Premier Foods plc - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organization to sustain its competitive advantage....

Premier Foods plc (PFD) - Financial and Strategic SWOT Analysis Review

Premier Foods plc (PFD) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased vi...

Related articles

Editor's choice: the highlights on just-food this week

Sugar again grabbed the headlines after the World Health Organization revised its guidance on how much of the ingredient to consume. Elsewhere, a US retailer with over 2,400 stores could be created after Albertsons owner and private-equity firm Cerberus Capital Management struck a deal that looks set to see it buy Safeway.

On the money: Premier CEO backs brands to drive category growth

Now Premier Foods has emerged from the shadow its its debt burden with a refinancing package that includes a "landmark" deal with its pension trustees, the UK food group plans to use its stable of brands in growth categories to drive top-line expansion.

UK: Premier details refinancing plan, books 2013 profit fall

Premier Foods today (4 March) detailed how it plans to recapitalise its balance sheet as it booked a drop in full-year sales and profits this morning.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page