Angel Delight making a comeback with strong sales for Mr Kipling and Oxo maker

(qlmbusinessnews.com via theguardian.com – – Wed, 15 Nov 2017) London, Uk – –

Sales of the dessert are up by 30% in six months after Premier Foods launches ready-to-eat version

Angel Delight is making a comeback half a century after the whipped dessert first hit the shelves.

Sales of the brand jumped 30% over the six months to the end of September, according to its maker, Premier Foods, as consumers were tempted back by a new ready-to-eat version of the milky dessert, first launched in 1967 by Birds.

“Angel Delight, one of the group’s smaller and historically less heavily invested brands, grew by 30% in the period, benefiting from the launch of convenient ready-to-eat pots,” the company said

In its traditional form, which is still available, consumers whisk milk into the Angel Delight powder, which comes in strawberry, chocolate, banana and butterscotch flavours.

The resurgence of Angel Delight reflected a broader trend in Premier’s first-half results, as consumers opted for products that were designed to be eaten “on the go”.

“Batchelors is now the fastest-growing major brand in our portfolio following the launch this year of convenient pot format products such as Super Noodle pots,” said the Premier Foods chief executive, Gavin Darby.

“The Batchelors brand has also benefited substantially from the launch of Pasta ’n’ Sauce pots, another range of convenient quick meals perfectly suited to today’s time-conscious consumer.”

Other brands owned by the group include Ambrosia, Mr Kipling and Oxo.

Premier Foods’ sales rose 1.5% over the six months to £353.3m, while pre-tax losses narrowed to £1.2m from £8.7m over the same period a year earlier.

Darby said a strong performance in the second quarter, with sales up 6.2%, helped to offset a “challenging” first quarter. He said expectations for the full year were unchanged.

Darby said Premier’s strategic partnerships with Japanese instant noodle company Nissin and Cadbury owner Mondelez International were paying off, together delivering more than 40% of revenue growth in the second quarter.

Shares rose 4.8% after the results were announced.

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By Angela Monaghan