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.