Ambrosia Launches “Deliciously Creamy” Plant-Based Custard
UK-based ambient custard brand Ambrosia has launched its first plant-based custard, aimed at consumers who avoid dairy due to health issues or personal preference. Described as “deliciously creamy”, the canned custard reportedly took three years to develop and is said to have the same flavour and texture as the brand’s regular custard. Through the launch, Ambrosia hopes to reach new shoppers and increase the appeal of its products. The custard is non-HFSS (high in fat, sugar, and salt), meaning there are no restrictions on where it can be displayed in supermarkets. It is also reportedly free of artificial colours and preservatives, and fortified with calcium. The product will be promoted with an in-store campaign featuring shelf edge signage and branded shelf barkers. “People’s diets are …