Ambrosia has launched a new plant based custard to unlock wider appeal across the category.
Ambrosia Plant Based Custard is said to deliver the same creamy texture and recognisable flavour that is synonymous with the brand, giving people with dairy intolerances or those looking for more plant based alternatives the opportunity to enjoy custard.
The launch will be supported by shelf edge signage such as aisle fins on fixtures and branded shelf barkers.
Daniel Jalalpour, Marketing Director for desserts at Premier Foods, said: “We know that people’s diets are changing and it is our job to offer alternatives to suit all tastes and requirements. Expanding our Ambrosia range with this new plant based custard will enable households to still enjoy the nation’s favourite ambient custard whether they are looking to cut down on dairy or follow a plant based diet.”
“Three years in the making, the custard has been specially formulated to ensure our recipe doesn’t compromise on the taste or textures consumers know and love from Ambrosia already. We hope to broaden the appeal of this well-loved dessert to new shoppers and help future proof the category with a product that hits the mark.”
The new custard launched in selected Morrisons stores this week and will be rolled out to more grocery retailers in September. The plant-based custard comes in a 390g can and has an MSRP of £1.95.
