Premier Foods is expanding its ambient desserts range with the launch of new Bird’s Custard Pods, as well as relaunching its Ambrosia Deluxe range.

With Bird’s currently holding 64% of the ‘to make’ custard market, Premier sees the convenience of the new pods as an ideal way to grow the category further.

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Dan Jalalpour, brand director fort desserts at Premier Foods, said: “The ‘to make’ custard market has been performing well, currently valued at £18.1m and growing 13.7% vs 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.”

Additionally, Premier has given its Ambrosia Deluxe range a full rebrand, to give customers full confidence in the range’s premium credentials.

The supplier is also supporting Ambrosia further with the return to TV screens of its Moley mascot character from mid-October. Moley is also featuring in an on-pack promotion across Ambrosia Devon Custard and Ambrosia Rice Pudding cans.

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The promotion gives customers the chance to win thousands of Moley cuddly toys in the runup to Christmas.

“At a time when we know shoppers have sought solace in familiar products, from brands they trust over the past year, Ambrosia has seen huge growth with 1.3m new customers having turned to the range,” said Jalalpour. “As a result, now is the ideal time to activate an on-pack promotion, alongside Moley’s return to TV.”

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