aunt bessies roast dinner

Source: Aunt Bessie’s

the new range is included in a roast dinner bundle costing £12 for a meat centrepiece and three sides or desserts

Aunt Bessie’s can now offer a “complete roast dinner offering” after launching its first-ever range of frozen meat joints.

The Nomad Foods-owned brand introduced a range of five joints into Iceland and Food Warehouse stores last week.

They consist of a Beef Topside Joint with Salt & Black Pepper (rsp: £8/600g), a Bacon Topped Chicken Crown (rsp: £8/850g), a Honey Glazed Gammon (rsp: £8/1kg), a Crackling Pork Joint with Salt & Pepper (rsp: £8/1kg) and a Bacon Topped Turkey Joint (rsp: £8/700g).

Aunt Bessie’s said it was looking to target shoppers trading down from out-of-home roast dinners due to the cost of living crisis with the new range, while also offering them “great value for money” and ease of preparation.

The meats were sourced from accredited farms and producers across the UK, Ireland and Europe, the brand added. They also come in a ready-to-cook foil tray and can be cooked once defrosted or straight from frozen “for ultimate convenience”, while packaging also offers guidance on how to cook in air fryers.

To promote the launch, the NPD is included in a new Iceland roast dinner bundle for £12, offering shoppers one of the five joints as a centrepiece, alongside three Aunt Bessie’s sides or desserts, taken from a total of 11 of its products – including a Yorkshire pudding line, roasted potatoes, cauliflower cheese and a sticky toffee pudding.

“The new frozen meat joints build on Aunt Bessie’s existing category vision, making frozen a destination for meal inspiration and providing simple but complete meal solutions for shoppers,” said Aunt Bessie’s senior brand manager Andrew Dale.

“Roast dinners are synonymous with long preparation times and pre-planning – but with the new meat joints from Aunt Bessie’s, consumers can cook a roast dinner with greater convenience and for less cost,” he added.

“It’s launches like this within the frozen category that continue to appeal to shoppers. The new meat joints offer the benefit and convenience of frozen alongside good value for money, which is particularly sought after given the current cost of living situation. We want to be able to help shoppers get maximum taste and value for what they’re buying for minimum cost and preparation time.”