Ambrosia leads Premier Foods Power Brand growth

06-Mar-2012 - Last updated on 06-Mar-2012 at 15:09 GMT

Related tags Marketing

Premier has announced a £10M investment in its Ambrosia brand

Premier Foods’ Power Brand plan is expected to deliver “significant growth” this year after the firm announced a new £10M investment in its Ambrosia rice snack pots range.

The firm said it expected sales of Ambrosia rice products to soar by 22% after announcing the largest investment in the brands history.

Premier will roll out the new marketing campaign, which includes TV advertising, PR and sampling, in May, as the firm continues to re-build after a troubled 2011.

New product development

Premier claimed that new product development (NPD) and new formats had been crucial for driving growth in the ambient desserts category in recent years.

NPD had also contributed to 26% growth in the Individual custard sector since 2009. Ambrosia was now set to do the same in the ambient rice sector, as Individual formats were already proven to drive growth in the category, a statement from the firm revealed.

Caroline Jary, Brand desserts director, said: “Ambrosia is benefitting from its biggest ever investment this year. By launching this new range and communicating our ‘unbelievably good’ messaging about Ambrosia rice’s naturally low fat content.

“We anticipate a year of significant growth for Ambrosia.”