Beloved literary characters head to the desserts aisle
HOUSEHOLD foods and desserts firm Premier Foods has unveiled a new partnership with classic Roald Dahl characters to drive engagement with its desserts brands.
Available now across packs of Ambrosia, Angel’s Delight and Birds brands, the new on-pack promotion will feature classic Dahl characters including Matila, The BFG and The Witches to help retailers to attract more family shoppers to its products and drive engagement with the ambients dessert category.
The main promotion will also give shoppers the chance to win “splendiferous prizes every hour” which also includes some Roald Dahl audiobooks as prizes. And a further wrap up draw will kick off from September 2026 to February 2027 and will see a host of family experiences available to win through the competition.
This will include top prizes such as tickets to the Roald Dahl Museum and Story Centre tours, Charlie & The Chocolate Factory inspired afternoon teas in London’s One Aldwych Hotel as well as a family stay in the Roald Dahl suite at London’s Jumeirah Carlton Tower in Knightsbridge.
The campaign seeks to leverage the cross-generational appeal and timeless popularity of Roald Dahl’s stories and the beloved characters illustrated by Quentin Blake that resonate strongly with millennial parents and younger consumers alike.
Premier Foods has said that the refreshed, limited edition packs across Ambrosia, Angel’s Delight and Birds are set to create some standout on shelf and help retailers to attract more shoppers to the desserts aisle in store.
The promotional activity will also be supported by in-store marketing communications and high impact POS materials throughout the summer.
A spokesperson for Premier Foods said: “With ambient desserts under-indexing among younger shoppers, the promotion aims to drive engagement and bring new shoppers into the category.”
