PREMIER FOODS GROWING AMBIENT DESSERTS CATEGORY
Premier Foods, the market leader in ambient desserts, believes there is an opportunity to grow the category by £35m.
The company, which owns Ambrosia, Hartley’s, Bird’s and Angel Delight, is investing £20m over three years to attract more shoppers to the ambient desserts aisle and is launching a range of innovative new products, supported by an integrated marketing campaign.
The ambient desserts category is worth £296m and is growing by 9% year-on-year. Premier Foods, which has a 51% market share, has identified four key drivers to category growth, including creating category heroes with sweet brands, developing lunchbox and ‘for the moment’ sales, breaking down myths to generate a healthier image and making ambient even more desirable.
Stuart Wilson, Premier Foods Director of Sweet, said: “As the number one player in ambient desserts, Premier Foods is championing the category. We believe there is an incremental £35m retail opportunity, which we can drive by playing to our brand strengths, increasing the penetration of individual desserts and bringing excitement to the category with new product development.
We will be investing £20m over the next three years – putting the feel good factor back into the ambient desserts aisle” said Wilson.
Delivering desserts heaven
Individual desserts are the fastest growing segment within ambient desserts with sales up 12% to £86m.
Premier Foods is rejuvenating the individual pot desserts sector further with the launch of two innovative new Ambrosia ranges, Crumble Puds and Jelly Puds, which will target busy, working mums and provide the family with a modern and convenient way to enjoy Ambrosia everyday. This launch will address the ‘complete my meal’ occasion, which makes up 39% of all desserts occasions.
Crumble Puds contain Ambrosia creamy Devon Custard and fruit compote with crumble on the side and the great news is that they contain less than 5% fat. Meanwhile, Jelly Puds contain jelly with Ambrosia creamy Devon Custard on the side.
Crumble Puds and Jelly Puds are extremely versatile – they can be eaten hot or cold and are microwaveable- plus they contain no artificial flavours, colours or preservatives. The custard compartments on both products simply snap off for heating or the smaller compartments can be bent over in order to mix the two sides together.
Crumble Puds are available in three delicious fruit flavours: apple, rhubarb and peach. Jelly Puds are available in mouth-watering strawberry and raspberry jelly flavours. Both Puds are available as singles and the RRP is 69p each.
Premier Foods is also targeting lunchbox and healthier snacking occasions with two new ranges, which were launched earlier this year under the Hartley’s brand.
Hartley’s Frujies is a range of real fruit in jelly targeting children’s lunchboxes. Frujies are available in two fruity flavours: mandarins in orange jelly and peaches in strawberry jelly. They are available in a four-pack. RRP is £1.99.
Adult females are catered for too with the launch of a Hartley’s adult pot range of real fruit in jelly in two mouth-watering flavour variants: raspberries in raspberry jelly and pineapple in pineapple jelly. Designed to provide a lighter pick-me-up, these pots are fat free and contain less than 100 Calories. They are available as singles and the RRP is 69p each.
Hartley’s Frujies & Fruit in Jelly has already started to bring new users to the category, with 100,000 additional households buying into the fruit in jelly sector since launch. The ranges now account for almost 22% value share of this sector.*
Premier Foods is supporting the launches with an integrated marketing campaign that includes advertising for Ambrosia Crumble Puds and Jelly Puds under the creative theme “Ambrosia Feel Good Puds”. The advertising will feature on TV, in consumer press and cinema, as well as door drops and experiential sampling events nationwide. In addition, Premier Foods will promote Puds at point of purchase via an integrated in-store campaign.
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