Ambrosia Porridge Range

Premier Foods has expanded its portfolio into the on-the-go breakfast market for the first time with the launch of Ambrosia ready-to-eat (RTE) porridge pots.

They are available in Original, Raspberry, and Golden Syrup flavours, with the range rolling out in the channel now with an MRSP of £1. The porridges can be enjoyed either ambient or hot, with no need to add hot water, making them ideal for shoppers who are seeking a convenient breakfast option both on the go or at home.

Daniel Jalalpour, brand director for desserts at Premier Foods, commented: “Porridge has become a hugely popular breakfast choice with consumers, especially over the past 18 months as we have all spent more time at home. We wanted to give retailers the opportunity to offer their shoppers a tasty, convenient version of their favourite breakfast from a trusted brand – perfect for those mornings you’re short on time.

“Ambrosia is a widely loved and trusted brand, and has seen growth across its loyal fanbase, with 1.3 million new customers enjoying the range5, 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.”

Ambrosia’s ready-to-eat porridge pots are being supported with a ‘Wake Up to Breakfast’ in-store and online campaign, including branded POS materials and digital advertising.