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Ambrosia (food brand)

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Ambrosia
Logo used since 2014.
Product typeFood
OwnerPremier Foods
CountryUnited Kingdom
Introduced1917
MarketsUnited Kingdom and Ireland
Previous ownersColman's
Tagline"Devon knows how they make it so creamy"
"Devon knows it's unbelievably good" (Ambrosia Rice)
Websitewww.ambrosia.co.uk

Ambrosia is a brand of food products in the United Kingdom. Its original product was a dried milk powder for infants, but it is now mostly known for its custard and rice pudding. The brand plays on the fact that it is made in Devon, England, (at a factory in Lifton), with their punning strapline "Devon knows how they make it so creamy".[1]

History

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The Ambrosia Creamery was founded in 1917 by Alfred Morris, in his home village Lifton in Devon, to make rich food for infants. He took milk from local farms, where most of the cows were the Red Ruby breed, and dried it with roller dryers.

The product soon came to the attention of the British armed forces, who took significant quantities for its soldiers, still fighting in the First World War.

Just prior to the Second World War, the Ambrosia creamery was the first company to start making creamed rice pudding ready in a tin. Following the outbreak of war, the vast majority of production was placed in Red Cross food parcels.

After the end of hostilities, Ambrosia relaunched the product, along with a creamed macaroni pudding.

In 1957, following increasing demand, the creamery opened a new factory near to the original production facility.

In 1990 the entire company was acquired by Colman's Ltd., producer of a famous brand of mustard. This, in turn, was bought out by Unilever in 2001. Unilever sold the brand on in 2004, to Premier Foods, where it is still a core brand, alongside others such as Bisto, Oxo and Sharwood's.

In November 2018, Premier Foods announced that they were exploring the possible sale of the Ambrosia factory and brand in a move to focus on its growing brands, such as Batchelors and Mr Kipling, and to accelerate the rate at which it pays down its £510m debt.[2] This sale offer was later withdrawn.

Variations

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This is a List of Ambrosia Products[3]

Custards

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  • Ambrosia Custard
  • Ambrosia Rice
  • Ambrosia My Mini Custard
  • Ambrosia Banana
  • Ambrosia Chocolate
  • Ambrosia Strawberry
  • Ambrosia Light Custard
  • Ambrosia Deluxe Custard
  • Ambrosia Plant Based Custard

Rice Puddings

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  • Ambrosia Rice Pudding
  • Ambrosia Deluxe Rice
  • Ambrosia My Mini Rice
  • Ambrosia Rice Pudding
  • Ambrosia Sticky Toffee Rice Pudding
  • Ambrosia Chocolate Rice Pudding
  • Ambrosia Salted Caramel Deluxe Rice
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  • Ambrosia Ready to Eat Porridge
  • Ambrosia Ice Cream
  • Ambrosia Macaroni
  • Ambrosia Semolina
  • Ambrosia Tapioca

Discontinued

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  • Ambrosia Splat!
  • Ambrosia Devon Dream

Marketing

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In the late 1990s, there were commercials on the Ambrosia flavoured custards which featured custard splatting into the face of a man who licks it off and replies "Mmmm; strawberry/banana/chocolate flavour" and finally, the end of the theme from Roobarb can be heard.[citation needed]

In 1999, Ambrosia launched Ambrosia Splat! Custard, aimed at young children. As part of their marketing, they sponsored a popular Saturday-morning kids' TV show SMTV Live (coincidentally its presenters Ant and Dec were the narrators of the adverts), in 2002, Panto.ie's annual pantomime in Dublin [4] and from 2008 to 2011, the CBBC block on BBC One.[5]

When the Ambrosia Rice pots were released in 2012, a variation of the strapline was used, saying "Devon knows it's unbelievably good".[citation needed]

In 2020, Ambrosia Relased a Mole Named Moley, in the advert, After a life spent underground, he emerges from his mole hole and grasps a yellow balloon that happens to be passing. It takes him on a journey over the Devonshire countryside. As he takes to the skies, we see him make new friends, pick a raspberry and even fly-by a picnic where some friends are enjoying the Ambrosia custard sharing pot. It’s here that he gets his very first taste of Ambrosia, before landing to enjoy the deliciously creamy delight nearby.[6]

The Yummies

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Also, In 2000 to 2001, Animated Characters Called, "The Yummies" (Chucky Chocolate, Tammy Toffee, Vinnie Vanilla, Billy Banana, & Suzie Strawberry) Get Splat by Different Ways.

This is a list of splats:

Place Chucky Chocolate Tammy Toffee Vinnie Vanilla Billy Banana Suzie Strawberry
Bowling Gets Squashed by Bowling Shoes. Gets Ran Over by a Bowling Ball while walking on a Gutter. Standing Next to a Bowling Pin until knocked over by a bowling ball. Gets Squashed by 2 Bowling Balls. Ran Over by a Bowling Ball.
Building Site Sat on by a Builder. Is Next to a Crane and then gets crushed by rocks. Gets Swallowed by a Cement Mixer. Gets Squashed by a brick and gets his head scooped away. Stack of bricks lowered onto her.
Farm Cow Eats a half of him and then falls over. Gets Crushed by a Haystack. Gets ran over by a Tractor. Gets Swallowed and Spat out by a Combine Harvester. Gets Stepped on by a Farmer.
Fun Fair Gets Bashed between 2 Bumper Cars and then ran over by 1. Gets Hit by a Mallet in a Whack-A-Mole game. Gets ran over by a Ghost Train. Set Flying by a Kamikaze ride. Knocked against wall during 'hit-a-can' game.
Golfing Ran over by a Mower. Gets Ran over by a Lawnmower. Landed on grass. Ran over by a Golf Buggy. Head Knocked by a Golf Putter.
Gym Exploads on a Sun Bed. Crushed by a Gym Ball. Dragged underneath Tredmill. Gets Stepped on. Gets Crushed by steel plates.
Ice Hockey Hit by player and splats on goal-keepers glove. Decapitated by hockey puck - head splats on the ground. Cut in half by Ice Skates. Tries to escape but squashed by a player. Gets Ran over by a ice resurfacer.
Office Gets Stamped on. Trips over and Gets Shredded. Crushed onto a lift and splats onto the floor. Gets Slammed on a Photo Copier and prints copies. Gets Squashed by a Revolving Door.
Restaurant Ran over by a Food Tray. Exploads on a frying pan and gets served to a customer. Gets Rolled over by a Rolling Pin. Waves at the customers and gets crushed by a plate of food. Goes into a Oven and then Exploads.

There is also The Greatest Splats, The Narrator is Dexter Fletcher.[7]

References

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  1. ^ "Remembering Mike Hurley". BBC. Retrieved 2 January 2009.
  2. ^ Monaghan, Angela (13 November 2018). "Mr Kipling maker in talks to sell Ambrosia rice pudding brand". Business. Guardian. Retrieved 14 November 2018.
  3. ^ https://www.ambrosia.co.uk/products/
  4. ^ Colgan, Gerry (30 December 2002). "Review". The Irish Times. Retrieved 8 January 2023.
  5. ^ https://www.bloomberg.com/ambrosia-splat-to-sponsor-CBBC-block-on-BBC-One/18412
  6. ^ https://lbbonline.com/news/ambrosias-new-tvc-introduces-moley-and-his-shared-love-for-this-deliciously-creamy-dessert
  7. ^ https://www.campaignlive.co.uk/article/hhcl-creates-group-splat-characters-smtv-live-spots/18411
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