Talking Retail Grocery and product news for independent retailers
The company is rolling out a Bird’s Custard Pots four-pack (£1.50), which offers consumers a “convenient new way to make smooth, lump free custard”, either by adding milk or a milk alternative to each pot.
Dan Jalalpour, brand director for desserts at Premier Foods, said: “The ‘to make’ custard market has been performing well, currently valued at £18.1m and growing 14% versus two years ago, but Bird’s Custard Pods are a step up from this.
“Easy to use, alternatives to dairy milk can also be used for a vegan custard option and with more people preparing meals from scratch over the last year, we anticipate our latest innovation will catch shopper attention.”
Premier Foods is also launching as new design for its Ambrosia Deluxe can and combi packs, in a move designed to “extend the appeal of ambient desserts”.
The brand is also being supported by a TV advert launching in mid-October and an on-pack promotion across Ambrosia Devon Custard and Ambrosia Rice Pudding, offering shoppers the chance to win one a Moley cuddly toy.
Running now until December, the on-pack promotion will also have in-store support across retailers.
