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Who: Premier Foods

What: Ambrosia Devon Custard Pud - Apple & Blackberry

Where: Ambient desserts aisle

When: Launched July 2014

How much: rsp: 75p/135g

Why: Premier Foods is aiming to take puddings into the 21st century and compete with the array of twin-pot desserts in the chilled aisle with this ambient take on classic puds. Rolled into stores in July, Ambrosia Puds are packaged in a yoghurt-style split-pot containing either custard or rice and a portion of fruit crumble or compote. They are available in six flavours.

Consumer verdict: This ambient pot dessert achieved high levels of interest pre-trial, which grew after consumers tasted it. Suitable for serving hot or cold - as it was to our testers - the dessert attracted a lot of praise, with comments including “sweet, creamy, and good combination of fruity flavours.” A few adult testers suggested the custard was overpowering and that the fruit compote was “too sweet,” though the product achieved a good overall score of 45 in what is typically a high-scoring and competitive category. It was a particular hit among younger adults, with whom it scored the maximum 50 points.

Pre-trial purchase: 65%

Post-trial purchase: 69%

Better than what’s out there: 73%

New and different: 83%

Overall score: 45/50

What is Fast Foodfax?

It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information.

Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards. 

Tel. 01223 492 050 Email: Info@CambridgeMR.com

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