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.”