Premier Foods has expanded its portfolio into 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 gaining real traction in the market and offer a convenient, tasty breakfast option for customers. This innovation is 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.

Over the past two years breakfast occasions have grown, translating to around 20 billion more meals than previous years. Breakfast is seen as the most important meal of the day by over half of consumers, therefore the cereals category presents a key sales opportunity for retailers. When it comes to convenient breakfast choices, porridge pots are often chosen over regular cereals, with 63% of consumers opting for the ease and practicality of ready-to-eat options.

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. We also recommend stocking them near the front of the store, to enable customers looking for a convenient breakfast to quickly grab and go.

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Editor: Kiran Grewal