Dessert brand Ambrosia, is celebrating its 100th anniversary with a year-long on-pack promotion and new packaging launching this month.

Giving away over 1000 prizes which reflect its Devonshire heritage, the brand will also promote its Centenary year through a wide range of in-store activations within the grocery channel.

Brand owner Premier Foods says the activity will aim to keep Ambrosia relevant for modern day life – attracting new shoppers and ensuring that the product range stays front of mind throughout the year.

The company will be launching a new Ambrosia website while the promotion will give away 100 prizes every month to consumers, including weekends away to the West Country, festival and cinema tickets, vouchers and Ambrosia hampers amongst the prizes.

January also sees the launch of a new multipack formats with four-packs of Ambrosia custard and rice pudding cans and six-packs of Ambrosia custard and rice pudding pots.

Grace Liljemark, Brand Director, Desserts and Baking at Premier Foods, says: “We are proud that Ambrosia has reached this momentous milestone and we believe 100 years is something to celebrate. We are excited to launch the on-pack promotion which will help us continue to spread happiness amongst our loyal fans, while enticing new customers to try the range. This promotion encourages Ambrosia lovers to show us their happy snaps for the chance to win some fantastic prizes which celebrate our rich heritage.”

In addition to the new multipack formats, the new Ambrosia campaign is intended to drive shoppers to the wider desserts category, growing footfall and generating additional sales throughout 2017. It will be supported by a heavyweight PR and social media campaign from April.