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Under its Ambrosia brand, Premier Foods is introducing three new SKUs to its Deluxe range with the launch of Deluxe Rice. The latest addition comes in three varieties, Deluxe Rice cans in West Country Cream and Deluxe Rice pots in Madagascan Vanilla and Salted Caramel flavours, all providing a more indulgent version of the popular rice pudding dessert. The new Deluxe Rice range follows the successful launch of Ambrosia Deluxe Custard in 2021, which was introduced to meet consumer demand for premium and indulgent ambient desserts. Ambrosia Deluxe Rice is made with fresh cream and blended with fine ingredients to make a creamy, thick and indulgent rice pudding. It is available as a 400g can in West Country Cream flavour or 110g pot twin-packs in Madagascan Vanilla and Salted Caramel flavours. The range was designed for dessert and snacking occasions – and as they are ambient, they can easily be enjoyed at home or on-the-go. Premier Foods says that ambient desserts are performing especially well due to their “good value” and “affordability” as adults spend less on non-essentials due to cost-of-living increases in the UK. According to the company, “ambient desserts have a lower average selling price of £0.95 compared to chilled at £1.47”. Daniel Jalalpour, marketing director of desserts at Premier Foods, said: “With the spending squeeze affecting households, consumers have been moving towards more affordable ambient options. Recognising the huge opportunity to provide consumers with more premium offerings that meet demand for indulgence and affordability, we have launched the three new rice desserts to give shoppers more choice.” Ambrosia Deluxe Rice is available to purchase in Asda stores now with further retail rollout in the following months.