Following Premier Foods’ expansion into the breakfast category last year with the launch of Ambrosia ready-to-eat (RTE) porridge pots, it is adding a new flavour to the range. Apple & Blueberry will join the current Original, Raspberry, and Golden Syrup flavours in stores from next week (MSSP £1.29).
The Ambrosia ready-to-eat porridge range is already worth £2.3m (RSV). By appealing to younger households, the range has delivered an impressive 38% of total branded category growth, with two-thirds of these new Ambrosia shoppers bringing incremental sales to the porridge pots sector.
Daniel Jalalpour, Marketing Director for desserts at Premier Foods, said: “With 73% of workers travelling into a workplace, compared to just 31% in April 2020, consumers are looking for breakfast products that are convenient and quick to consume. Ambrosia porridge pots are the ideal choice to accommodate this as they can be enjoyed hot or cold, with no need to add hot water. The new addition provides shoppers with even more flavour choice at breakfast.”
NAM Implications:
- Given that porridge can be a ‘good-intent’ breakfast.
- i.e. try a few times at the first signs of Winter and leave the unfinished pack in the cupboard…
- But the New Norm may be different.
- This ready-to-eat convenient build on an established brand may click…
- Only rivals can tell…
