Ready Meals

Aunt Bessie’s Yorkshires Launch Taps into Roast Dinner Appetite

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Hull, Leeds, England-based Aunt Bessie’s is expanding its frozen food portfolio with a new premium Yorkshire Pudding flavor that began rolling out to retail stores in the United Kingdom during late September. Suitable for vegetarians, the Roasted Sea Salt, Rosemary & Sage option is distributed in units of four per 220-gram pack offered at £1.90.

The premium Yorkshires segment is a real growth area in the Yorkshire pudding category, seeing a strong year-on-year performance of +10.2% through August 14, 2021, according to Nielsen data. Enjoying a 60.5% share of the total Yorkshire Pudding market, again according to Nielsen, Aunt Bessie’s is in the prime position to drive additional shoppers to the segment with this launch.

“As a brand synonymous with Yorkshire puddings, we’re in the perfect position to help consumers to get the most out of their roast dinners,” said Louise Grace, senior brand manager at Aunt Bessie’s. “With families wanting to spend more time over a quality roast dinner than ever before, but unwilling to sacrifice time to do so, we recognize the role we can play in making family mealtimes more special than ever.”

She added: “With consumer demanding elements that will amplify their roast dinners, Premium Yorkshires represent a great opportunity for both our brand and the category. The addition of special ingredients like roasted sea salt, rosemary, and sage have seen our new Spectacular Yorkshires launch already resonate well with consumers. It helps to make those family get togethers as easy as possible, without compromising the taste experience.”