About Ambrosia
Ambrosia stands as Britain's beloved custard and rice pudding brand, made in Devon for over a century using West Country milk. Founded in 1917 by Alfred Morris in Lifton, Devon, this iconic brand has become synonymous with creamy British comfort food. Now owned by Premier Foods, Ambrosia continues its tradition of quality desserts from the same Devon creamery where it all began, with the famous strapline "Devon knows how they make it so creamy." The Ambrosia story began in 1917 when Alfred Morris founded the Ambrosia Creamery in his home village of Lifton, Devon. Morris established the business to make rich food for infants, taking milk from local farms where most cows were the renowned Red Ruby breed, and drying it with roller dryers. This original focus on nutritious, cream-based products laid the foundation for what would become Britain's favourite custard. The Devon connection remains central to Ambrosia's identity over a century later. The Lifton creamery, where Alfred Morris began his business, continues to manufacture all Ambrosia ambient products today. The site also houses the brand's desserts research and development team, ensuring innovation remains rooted in Devon heritage. Currently employing over 320 staff members, the Lifton factory represents a significant employer in the region. The ownership journey saw Ambrosia pass through several hands. At one time, the firm was owned by the Bovril group of Companies. This was later acquired by Unilever in 2001. In 2004, Premier Foods acquired the Ambrosia brand from the Colman's division of Unilever, bringing it into a portfolio alongside Mr Kipling, Bisto, Oxo, and Sharwood's. Premier Foods continues investing significantly in Ambrosia. In 2024, Premier announced a £19 million investment in the Lifton production site to enhance manufacturing efficiency and increase output. This multi-phase initiative includes a new custard filling line, high-speed packing facilities, and a factory extension for custard production. Such investment demonstrates Premier's commitment to Ambrosia's future. Ambrosia Devon Custard represents the brand's flagship product, made in the Devon Creamery using West Country milk. The custard is the perfect accompaniment to favourite family desserts or enjoyed as a tasty snack alone. Made without artificial flavours and no added colours, Ambrosia custard maintains the quality standards established over a century ago. Devon Rice Pudding has been a family favourite for over fifty years. Made in the Devon Creamery using West Country milk, this comforting dessert evokes memories of childhood for generations of British families. The range is available in cans and convenient snack pots, with a lighter version offering 30% less fat and sugar for health-conscious consumers. The Deluxe range delivers Ambrosia's creamiest and most luxurious recipes. Made at the Devon Creamery and blended with finest ingredients including fresh cream and Madagascan vanilla, Deluxe represents premium indulgence. Deluxe Custard comes in original West Country Cream flavour plus individual pots in Madagascan Vanilla and Belgian Chocolate. Deluxe Rice is available in West Country Cream, Madagascan Vanilla, and Salted Caramel varieties. Ambrosia Ice Cream extends the brand into frozen desserts. Deliciously creamy with silky smooth texture and the recognisable Ambrosia flavour inspired by Devon Custard, this vanilla ice cream brings the Ambrosia experience to a new format. In 2022, Ambrosia expanded into breakfast with ready-to-eat porridge pots. Made with British wholegrain oats, these convenient pots contain no artificial colours or preservatives. Low fat and suitable for vegetarians, flavours include Original, Golden Syrup, Raspberry, and Apple and Blueberry. Mini Pots serve younger consumers, fortified with extra Calcium and Vitamin D for strong bones. These portion-controlled options provide nutritious treats for children while maintaining Ambrosia's commitment to quality ingredients. In August 2024, Ambrosia introduced plant-based custard to cater to vegan and dairy-intolerant consumers. This innovation demonstrates the brand's evolution to meet changing dietary preferences while maintaining the creamy taste consumers expect. Ambrosia products maintain consistent quality standards: made using 100% natural flavours and free from preservatives and artificial colours. This commitment to clean ingredients appeals to consumers increasingly concerned about what they eat. Ambrosia products are widely available across UK supermarkets including Tesco, Sainsbury's, Asda, Morrisons, and Waitrose. B&M and other value retailers stock the range. Online grocery platforms provide comprehensive availability. The distinctive packaging ensures instant recognition on store shelves. Comparing Ambrosia to competitors like Bird's Custard, supermarket own-brands, and other dessert brands, Ambrosia offers the distinctive combination of 100+ years Devon heritage, West Country milk, and Premier Foods quality. Bird's Custard (also Premier Foods) provides powder format. Own-brands offer budget alternatives. Ambrosia's ready-to-serve convenience and authentic Devon provenance maintain competitive advantage. For UK consumers seeking Britain's favourite custard and rice pudding from the brand that's been making creamy desserts in Devon since 1917, Ambrosia delivers comfort and quality in every serving. Whether pouring custard over a warm pudding, enjoying rice pudding straight from the tin, or indulging in Deluxe treats, Ambrosia brings over a century of Devon creamery expertise to British desserts. Using Grocefully to compare Ambrosia prices across UK retailers ensures you find the best deals on Britain's favourite custard.