Tryton Foods is adding five new ready meals to its Aunt Bessie’s frozen potatoes to puddings portfolio as it embarks on an ambitious bid to double the £110m brand’s value.
The company, which has scored one of the grocery industry’s biggest recent success stories under the seven-year-old Aunt Bessie’s banner, said it wanted to be celebrating the creation of a £200m-plus offering within 10 years.
And it revealed plans to significantly ramp up its marketing commitment behind the brand as it gets ready to welcome the five new meal solutions to its line-up.
From mid-October, the whole Aunt Bessie’s range will benefit
from a £3.5m above-the-line marketing spend, set to include new TV ads.
Also out this autumn, Tryton’s new microwaveable and oven-cooked offerings will build on the company’s manufacturing collaboration with own label specialist Headland Foods.
Heading the new £1.99 range will be two king-size Yorkshire puddings filled with either a Sausage Casserole or Beef Steak in Gravy. Chicken and beef stews, both served with dumplings, and a traditional Minced Beef Cobbler will complete the 450g-a-serving line up.
John Hendy, commercial director at Tryton, said the aim was to grab a share of the traditional sector within ready meals which, according to TNS Superpanel, is showing value growth of more than 15%.
Hendy claimed the new Aunt Bessie’s offerings would further drive up value in the sector because they were set to retail for 26p above the market average for frozen ready meals. “Our research shows these new products fit perfectly with the lifestyle of today’s consumers,”
Simon Mowbray