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.

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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”.

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In October, Premier revealed it had struck a deal that would see Ambrosia sold in China.

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