Dream start to spring for Ambrosia

Premier Foods is extending its Ambrosia range to include a new dessert sauce for pouring over strawberries and other cold desserts. Ambrosia Devon Dream is a unique proposition for the ambient dessert category and contains 80% less fat than new cream.

Given its reduced fat content versus single cream, Ambrosia’s Devon Dream will aim to drive growth through new user penetration and also increase usage of existing consumers during the summer months. As a 57%[1] incremental category growth opportunity for ambient desserts, Devon Dream will be best used poured over fruit and other cold desserts.

Paul Watmore, Brand Director, Ambrosia says, “We are anticipating a year of substantial growth for Ambrosia and for the ambient desserts category. Devon Dream is a key part of our plans to achieve this. Consumer testing shows this is a product consumers will love, with  over 80% saying they will probably or definitely buy it, the highest ever score given to an Ambrosia product.

“The campaign will be supported with dedicated TV advertising introducing Devon Dream to shoppers and gold standard in store activation keeping Devon Dream front of mind for all consumers. The strong in-store support plan features bespoke POS, FSDU and out of aisle display which will maximise trial and visibility for the brand and translate into strong sales for the retailer.”

Devon Dream will be in-store from early March. Case sizes of six will be available for retailers. The rrp for Ambrosia Devon Dream is £0.89.

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