Aunt Bessie’s unveils pud designed to fit a sausage

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Aunt Bessie's has developed a Yorkshire pudding designed to fit a sausage - in the same week another supplier has unveiled beef burgers shaped to fit in a baguette.

Perfect for Sausage Yorkshire puddings, which will roll into stores early next month (rsp: £1.69 for a six-pack), are shaped like a boat so a sausage will fit neatly inside them. They are sold frozen and can be cooked in four minutes.

Aunt Bessie's, which is owned by the William Jackson Food Group, said it had created the products following research into what consumers want from Yorkshire puddings. "It is crucial for us to continue to be innovative," said marketing director Clare Field.

The Perfect for Sausages puds will be supported as part of a £6.5m marketing push for the brand that kicks off on Monday 19 September with a TV ad for the brand's Perfect for Chicken stuffing balls. Sales of the Aunt Bessie's brand, which holds a 60% share of the Yorkshire puddings market, have grown 8% y-o-y to £173m [Nielsen 52w/e 11 June 2011].

Meanwhile, Tillman's has unveiled its five-strong One-0-One burger range (rsp: from £2 to £3) that ­includes Classic Sandwich burgers and 'Big Boy' Half Pounders that are oblong-shaped to fit into ciabatta or a baguette.

The frozen burgers, which are due to launch into 400 Tesco stores at the end of this month, feature oval ­windows on their packaging.

Read more
Heinz expands Aunt Bessie’s with four lines (13 August 2011)
Aunt Bessie’s gives MD role to McDavid (9 July 2011)

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