Aunt Bessie’s is claiming a category first with the launch of a frozen gravy range designed to take the hassle out of roast dinners.
Homestyle Gravy, which rolls out to supermarkets in late September, will feature two flavours: Classic - for red meat and sausages - and Perfect for chicken. Both flavours have an rsp of £1.69 for an ice-cube style tray of six snap-off cube pots, and are being sold under the tagline ‘freshly made, simply frozen’.
More than one billion roast occasions were served with gravy, according to brand owner William Jackson Food Group, which developed the frozen products to help consumers who found gravy a difficult task, particularly as the meal was being served.
The gravy is made from fresh meat stock, vegetables and flour, which is reduced and frozen, and is free from artificial ingredients. Consumers use one 25g cube to make 125ml of gravy - the equivalent of two servings - and add hot water to produce the desired consistency. The product can be made on the hob, in the microwave, or added straight to meat juices in a roasting tray.
“This innovative product defines a new category for gravy and offers a solution to help busy families serve up delicious traditional food,” said marketing director James Turton.
Rival Knorr is expanding its ambient stock pot format into gravy with a new range next month in chicken and beef flavours. The Gravy Pots will be backed by a £4m push this year that includes print, TV and in-store sampling.