Roald Dahl Characters Hit UK Dessert Aisle on Birds, Ambrosia Packs

Premier Foods is putting Roald Dahl characters on its Birds, Ambrosia and Angel Delight packaging this summer. The Quentin Blake illustrations – Matilda, the BFG, Willy Wonka and others – will appear on limited-edition packs across the three dessert brands.

The campaign runs from June through August, timed to the school summer holidays. Premier Foods said the partnership covers 10 products including custard, rice pudding, mousse and instant whips. The company expects the tie-up to lift sales in a category that has seen steady demand since the pandemic pushed more cooking and eating at home.

Dessert mixes and ambient custard have been a reliable revenue line for Premier Foods, which also owns Mr Kipling and Bisto. The company reported a 10% rise in sweet treats sales in its most recent full-year results, driven partly by at-home baking trends that have persisted longer than many analysts expected.

Licensing deals with literary estates have become a regular marketing tool in UK grocery. The Roald Dahl Story Company, now owned by Netflix, has been expanding character licensing into food and drink after years of focus on film and theatre. Premier Foods is the first dessert brand to secure a mass-market Dahl packaging deal.

Each pack will carry a QR code linking to a recipe page on the Premier Foods website. The company said the recipes are designed to be simple enough for children to follow with minimal adult help – a deliberate pitch at parents looking for low-fuss holiday activities.

The limited run will be available in Tesco, Sainsbury's, Asda and Morrisons. Premier Foods did not disclose the financial terms of the licensing agreement or the expected volume uplift from the promotion.