The company has contacted Agency Insight to help draw up a list of agencies ahead of a relaunch of the dessert range. The brand's most recent advertising was created by HHCL/Red Cell.
Ambrosia's new managing director, Mandy Ferguson, admitted the company was reviewing its advertising options but said there were no formal plans to hold a creative pitch.
"We have no appointed agency. We are evaluating our plans for the rest of the year. Out of that will come our decisions on advertising," she said. "Agency Insight is doing an agency review for us but that won't necessarily lead to an agency appointment."
However, agency sources expect Premier Foods to put a significant spend behind the Ambrosia portfolio, which includes Custard, Rice Pudding and Splat.
Premier Foods' roster includes Delaney Lund Knox Warren & Partners, which handles the Cadbury drinks range, Clemmow Hornby Inge, which handles brands including Typhoo Tea and Loyd Grossman sauces, and McCann-Erickson UK, which runs the Crosse & Blackwell business.
Ferguson began work at Ambrosia this week after Premier Foods poached her last month from United Biscuits, where she held the role of marketing director.
Ambrosia, acquired by Premier Foods in December, has not advertised since 2000, when Splat was promoted in a series of sponsorship idents for ITV's now-defunct children's programme SM:TV.
Ferguson reports to the Premier Foods chief executive, Robert Schofield.