Ambrosia, the company famed for its tinned rice pudding and custard, is to be sold off by its owners - because it is too English. The food giant Unilever has decided that Ambrosia does not fit into its "Path to Growth" - an ambitious marketing strategy based on global brands - and is eager to offload the Devon-based interest. Unilever's chairman, Niall Fitzgerald, said the company had taken the decision to sell Ambrosia because "it has a very particular appeal to a small number of UK consumers but, alas, nothing else really".
