There's a crying need for innovation in the ambient sector to give it more of the glamour and appeal of chilled Few products are quite so in tune with modern lifestyles as ambient yogurts and pot desserts. With their long shelf life ­ typically up to six months ­ and ability to be stored outside the refrigerator, they represent the ultimate in convenience. For retailers, they are easy to handle, wastage is virtually non-existent, and they can be sold in the refrigerator ­ where they taste better chilled ­ as well as in the general desserts fixture, to maximise impulse sales. For consumers, the fact they are ambient makes them a better, more reassuring choice than chilled fare for lunchboxes and out-of-home snacking. With all these virtues, why aren't these products doing as well, if not better, than their chilled counterparts? According to Unilever Bestfoods' figures, the £367.8m market (which it defines as including custard, milk and rice puddings, jelly, whips and mixes etc) is flat. But there are some growth high spots, notably in ready to eat and individual portion desserts, indicating that convenience coupled with innovation is the key to unlocking this market's potential. The consensus among ambient dessert suppliers is that the market is eclipsed by the excitement and product development found in the chilled cabinet. "The ambient fixture is perceived as not very interesting by retailers and consumers, and consequently doesn't get visited enough," says Trustin Unimerchants marketing director Martin Wathes. "What it needs to get it moving is innovation. Multiple buyers we've talked to feel the same. They say the fixture needs a shake-up." Trustin is one of several suppliers planning to give it a boost this year. Last month the company launched its campaign to get its Spanish made Pascual brand into the multiples, having tested the range in the independents for a year through its Foodfinders arm. Made by Leche Pascual, Spain's leading dairy producer with distribution in 60 countries, the range has a shelf life of four to six months and owes its smooth, creamy flavour to the top quality milk used. The low fat, very low fat and thick & creamy yogurts, plus chocolate, vanilla and creme caramel desserts, come in 125g pots, four to a pack (rsp: 79p-99p). Wathes says he's aiming to get the range on to the ambient rather than the chilled fixture in the multiples. "We plan substantial support, including instore demonstrations, to convince consumers the ambient taste is as good as chilled," says Wathes. Campina, one of the biggest players in ambient, which supplies four-packs of its Campina yogurt brand to the multiples and singles and four-packs of its Fruit Basket yogurt to independents, has its sights set on growing its 9% share of the ambient pots sector. Earlier this year it launched Yazoo Dairy Desserts, an extension of its Yazoo flavoured milk, targeted at children for lunchbox and snack occasions. Marketing manager Shirna Ferrers says: "Yazoo flavoured milk has such a high awareness among children and is widely used in lunchboxes, it was a natural move to take the brand into ambient desserts. Products like these are wanted because they take away the worry about chilling. Not all schools have fridges." The strawberry and chocolate desserts come in single pots at an rsp of 35p. Campina is backing the launch with a £1.5m TV and ad campaign for the whole brand. "Dessert sales will grow as part of the Yazoo brand," says Ferrers. She says there is negligible difference between ambient and chilled yogurt with consumers buying a repertoire of both for different usage occasions. Unilever Bestfoods earlier this year brought a new fun dimension to ambient desserts with the introduction of a hand-held tube version of its Ambrosia Splat! flavoured custard tubs popular with four to 11 year old children. The tubes, which have an 11 month shelf life, are aimed at the lunchbox and out-of-home snack market. They can also be frozen to make a lolly. The range comes in two formats: in multipacks of five and 10 for the multiples, and single flavour packs of 20 singles for independents to capture impulse sales. The company is encouraging independents to site them among confectionery as a healthy alternative to sweets and is offering perspex holders for till siting to maximise impulse sales. TV ads are planned for the summer as part of a £4.5m marketing exercise for the whole brand. {{FOCUS SPECIALS }}