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Premier Foods is expanding its Angel Delight Bubble Jelly range with a new blueberry flavour, doubling down on bubble tea-inspired innovation as branded players look to inject growth into the UK’s ambient desserts category.

The extension follows the launch of Angel Delight Bubble Jelly in September last year, which Premier Foods said became the largest new product launch in ambient desserts in 2025, highlighting strong consumer appetite for novelty formats in a traditionally low-growth aisle.

The new variant combines blueberry-flavoured jelly with raspberry popping boba, mirroring flavour and texture cues popularised by bubble tea and Asian-inspired desserts. The product will roll out initially in selected Asda stores at a manufacturer’s suggested selling price of £2.85.

For manufacturers and retailers, the success of the Bubble Jelly range underscores the growing importance of playful textures, global flavour cues and “permissible treats” in driving value growth, particularly as shoppers rein in discretionary spending elsewhere.

Unlike chilled desserts, Angel Delight Bubble Jelly is shelf-stable and requires no refrigeration, offering attractive margins and reduced waste for retailers while fitting into convenience-led consumption occasions such as packed lunches and impulse treats.

The launch reflects a broader strategy among established food brands to refresh heritage portfolios by borrowing inspiration from foodservice, street food and social media-driven trends, rather than relying solely on traditional flavour extensions.

Premier Foods, one of the UK’s largest food manufacturers, has increasingly focused on innovation-led growth across its portfolio, which includes brands such as Ambrosia, Mr Kipling and Batchelors, as it seeks to offset input cost inflation and maintain brand relevance with younger shoppers.

The Bubble Jelly range now comprises four flavours, including strawberry, mango, lemonade and blueberry, and is positioned to drive repeat purchase in the ambient jelly category, which has struggled in recent years to attract incremental spend.