Aunt Bessie’s has changed the recipe of its frozen roasties.
The frozen brand has relaunched its frozen roast potatoes with a new recipe it claims is its “crispiest and fluffiest” yet, alongside a new look, to roll out from mid-September.
The change will be backed by a £2.1m extension to the brand’s advertising campaign, with its TV tag to “emphasise the products’ improved taste and quality”.
The new recipe would “ensure Aunt Bessie’s continues to play a leading role in driving the performance of the segment over the Christmas period”, said Aunt Bessie’s senior brand manager Andy Dale.
It comes after the brand’s sales suffered over the first year of the pandemic – its retail value was down 4.9% (£6.3m) to £123.6m in 2020 [Nielsen 52 w/e 26 December 2020].
Sales continued to fall but to a lesser degree in 2021, with the brand down 2.1% over the 52 weeks to 14 August [Nielsen].
The overall improved performance had been supported by sales in roast dinner categories which were up 6.9%, a spokesman for the brand stressed, adding within roasts the brand’s share was up 2.5%.
And within the brand’s range, value sales of roasties alone were up 8.7% over the period, they added.
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