aunt bessie's delivered van

Aunt Bessie’s owner, William Jackson Food Group, is set to push ahead with a trial of home deliveries in Yorkshire.

The frozen food brand has been running a home delivery service,, in the area surrounding its Hull HQ since October.

According to the company’s website, this had been a trial due to end this month, as the offer was themed around traditional winter meals and comfort food, but The Grocer has learned the company is planning to continue with the delivery service.

Shoppers can order all the ingredients needed for a Sunday roast dinner or midweek family meal consisting of Aunt Bessie’s products such as frozen Yorkshire puddings, roast potatoes, frozen veg and desserts along with chilled meat products. 

Prices start at £5 for a meal for two, which can be ordered via the website or telephone, with orders delivered using a small fleet of Aunt Bessie’s branded vans.

“We’re all about providing a helping hand at Aunt Bessie’s and the delivery idea was a way to take this one step further, actually delivering a roast with all the trimmings to people in their own homes,” said Aunt Bessie’s marketing director Lorraine Rothwell. “It’s a small, local trial in Hull where we’re based, and is still ongoing.”

William Jackson is one of a growing number of brand owners experimenting with direct-to-consumer ventures. Research for The Grocer by Harris Interactive suggests about 40% of British shoppers would be prepared to buy grocery items direct from the manufacturer, particularly household, personal care and tinned items. 

Low prices would be key drivers, as well as cheap delivery: about 30% of shoppers say free delivery would persuade them to buy direct.