Skip to content
Search
AI Powered
Latest Stories

Aunt Bessie's revamps roastie recipe

Aunt Bessie's revamps roastie recipe

Aunt Bessie's has revamped its frozen roast potatoes range ahead of the Autumn and Winter period, featuring a new recipe.

The leading brand said the new recipe allows it to claim these are the ‘crispiest’ & ‘fluffiest’ Aunt Bessie’s roast potatoes yet, going by the consumers involved in testing.


A packaging update will accompany the new recipe, both of which will roll out on core roast potato products from mid-September.

“Aunt Bessie’s has been synonymous with roast dinners for many generations, as shown by 22% of roast dinner shoppers who only buy into Aunt Bessie’s, so we know our shoppers have high expectations when it comes to our products,” commented Andy Dale, senior brand manager.

“Our new roast potato recipe will ensure Aunt Bessie’s continues to play a leading role in driving the performance of the segment over the Christmas period. As the brand leader in frozen roast potatoes, our growth is intrinsically linked to the success of the category, with 71 per cent of our roast potato range’s growth incremental to the segment, while our roast potatoes have 94 per cent more incremental shoppers in December compared to the average month. The combination of new recipe and continued marketing support will help to ensure we are front of mind over the festive period.”

Aunt Bessie’s has also invested in a £2.1m extension to its pre-existing advertising campaign, which will feature the new and improved roast potatoes. Airing from mid-October through to December, the TV tag will emphasise the products’ improved taste and quality.

The new recipe for Aunt Bessie’s roast potatoes will be rolling onto shelves now in all major supermarkets including Sainsburys, Tesco, ASDA and Morrisons, as well as convenience channels.

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less