The producer is bidding to expand the brand beyond its successful Sunday roast base and into the meal solution arena. In particular, it has high hopes consumers will make a meal of its Chicken and Steak newcomers as a weeknight main dish. Due on shelf next month, the 800g rectangular pies will normally retail at £2.99, but will be launched at a trial price of £1.99.
Backing will come in the form of a £3m round of TV ads together with tailored instore support and promotional links to other Aunt Bessie products. The first four-week TV activity hits screens in October, with further bursts to follow.
However, one buyer warned the 55 minutes cooking time may deter some customers. “Tryton has come up with another good product but I’m not sure it will be convenient enough for some people who are looking for a quick meal fix during the week.”