Ambrosia is launching a plant-based version of its classic ambient custard product in the UK.

The Premier Foods-owned brand said it aims to unlock wider appeal across the category with the new dairy-free launch.

According to Ambrosia, its plant-based custard delivers the same creamy texture and recognisable flavour of its traditional custard, creating an enjoyable alternative for consumers with dairy intolerances or who seek fully plant-based options. The product is also non-HFSS.

Daniel Jalalpour, marketing director for desserts at Premier Foods, said: “We know that people’s diets are changing, and it is our job to offer alternatives to suit all tastes and requirements”.

He added: “Three years in the making, the custard has been specially formulated to ensure our recipe doesn’t compromise on the taste or textures consumers know and love from Ambrosia already. We hope to broaden the appeal of this well-loved dessert to new shoppers and help future-proof the category with a product that hits the mark.”

The new custard launched on 12 August in selected Morrison’s stores, and is rolling out to wider grocery retailers in September. It will be available in a 390g can, at an MSRP of £1.95.

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