Ambrosia enters breakfast market with Ready to Eat Porridge range

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

Now available across the wholesale and convenience channel, the porridge pots 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.

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.

Daniel Jalalpour, brand director for desserts at Premier Foods, said: “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.

“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.”