William Jackson Food Group has unveiled a raft of frozen launches under its Aunt Bessie’s brand - including its first potato NPD since ending its supply contract with Heinz.
Among the launches are two ‘Special Recipe’ premium potato lines: Chunky Chips coated in beef dripping (rsp: £2.79/770g versus the £1.89 for standard Aunt Bessie’s chips); and King Edward roast potatoes basted in duck fat that mark the first time Aunt Bessie’s has specified a potato variant on pack.
Also rolling out this month are Homestyle Wedges (rsp: £1.99/750g) and sweet potato mash (rsp: £1.89/500g).
The products are made by Belgian-based Agristo after Jackson’s decision last year to take management of the Aunt Bessie’s potato range in house. This marked the end of a licensing deal under which Heinz produced the products.
“The range showcases Aunt Bessie’s expertise in the potato sector - putting trends and insight at the forefront of our development,” said senior brand manager for potatoes Helena Young.
The brand is extending it Yorkshire puds range with Special Recipe puds that are larger than its standard puds.
It is also launching three microwavable dessert puds - rhubarb crumble, apple crumble and chocolate sponge (rsp: £1.69/twin pots).
Aunt Bessie’s is also teaming with Downton Abbey to promote its range with an on-pack promotion. Products will be temporarily rebranded as Mrs Patmore’s - after the Downton Abbey cook - with an image of the character replacing Aunt Bessie on pack.