Premier Foods has entered into the on-the-go breakfast category for the first time with the launch of Ambrosia ready-to-eat (RTE) porridge pots.
The range is available now to convenience and wholesale in Original, Raspberry and Golden Syrup varieties, each with an RRP of £1.
They can be enjoyed ambient or hot, with no need to add hot water.
Breakfast is a key sales opportunity for retailers, seen by more than half of consumers as the most important meal of the day. Additionally, 63% of consumers prefer ready-to-eat options.
Daniel Jalalpour, brand director for desserts at Premier Foods, said: “Ambrosia is a widely loved and trusted brand, and has seen growth across its loyal fanbase, with 1.3 million new customers enjoying the range, and we look to attract more shoppers with this latest launch.
“Ambrosia ready-to-eat porridge pots will give consumers the true convenience that the category is missing today, with a ready to eat proposition a convenient choice. Each pot also contains less than 3% fat and is HFSS-compliant while maintaining the iconic creamy taste of Ambrosia products consumers know and love.”
Premier Foods is supporting the launch with a ‘Wake up to breakfast’ in-store and online campaign featuring branded PoS material and digital advertising.
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