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 changing”
Ambrosia is owned by Premier Foods, which made another foray into the plant-based desserts category earlier this year with the launch of vegan jelly under its baking brand, McDougalls. Available for food service in three flavours, the product is described as an “inclusive dessert option”.
Premier Foods also owns the Plantastic brand, which offers a range of plant-based baked goods, protein pots, and cooking sauces.
“We know that people’s diets are changing and it is our job to offer alternatives to suit all tastes and requirements,” said Daniel Jalalpour, marketing director for desserts at Premier Foods, in a statement. “Expanding our Ambrosia range with this new plant-based custard will enable households to still enjoy the nation’s favourite ambient custard, whether they are looking to cut down on dairy or follow a plant-based diet.”
The plant-based custard is now available at selected Morrisons stores in a 390g can, and will roll out at more retailers next month.
