Aunt Bessie's Frozen Potatoes is Rolling Out a New Recipe
Michael Hemsworth — September 17, 2021 — Marketing
References: auntbessies & talkingretail
The Aunt Bessie's frozen potatoes are debuting a new recipe to provide consumers with an even better product to incorporate into their favorite meals or to enjoy on their own. The potatoes are reported by the brand to be their crispiest and fluffiest yet, which is being communicated to shoppers via dedicated branding right on the front of the packaging. The brand will be investing in an extensive marketing campaign to get the word out to shoppers in the UK starting in mid-October.
Senior Brand Manager Andy Dale spoke on the updates to Aunt Bessie's frozen potatoes saying, "Our new roast potato recipe will ensure Aunt Bessie’s continues to play a leading role in driving the performance of the segment over the Christmas period. As the brand leader in frozen roast potatoes, our growth is intrinsically linked to the success of the category, with 71% of our roast potato range’s growth incremental to the segment, while our roast potatoes have 94% more incremental shoppers in December compared to the average month. The combination of new recipe and continued marketing support will help to ensure we are front of mind over the festive period.”
Senior Brand Manager Andy Dale spoke on the updates to Aunt Bessie's frozen potatoes saying, "Our new roast potato recipe will ensure Aunt Bessie’s continues to play a leading role in driving the performance of the segment over the Christmas period. As the brand leader in frozen roast potatoes, our growth is intrinsically linked to the success of the category, with 71% of our roast potato range’s growth incremental to the segment, while our roast potatoes have 94% more incremental shoppers in December compared to the average month. The combination of new recipe and continued marketing support will help to ensure we are front of mind over the festive period.”
Trend Themes
1. Crispy Frozen Foods - There is an opportunity for food companies to create and market crispy frozen foods, using technology to enhance the texture and flavor of frozen foods.
2. Enhanced Food Packaging - The success of Aunt Bessie's frozen potatoes new recipe can be attributed to brand visibility on the front of the package. There is an opportunity for food companies to invest in enhanced food packaging to better promote and differentiate their products.
3. Seasonal Marketing Campaigns - Aunt Bessie's growth during the Christmas period can be attributed to their marketing campaigns. There is an opportunity for companies to invest in seasonal marketing campaigns that will target shoppers during peak periods.
Industry Implications
1. Frozen Foods - The frozen food industry can invest in new technologies to produce crispy frozen foods that will cater to health-conscious consumers.
2. Food Packaging - The success of Aunt Bessie's new recipe can be attributed to enhanced branding on their packaging. There is an opportunity for companies in the food packaging industry to create innovative packaging solutions that will keep food fresher for longer.
3. Marketing and Advertising - Aunt Bessie's growth during the Christmas period can be attributed to their seasonal marketing campaigns. There is an opportunity for marketing and advertising companies to build more effective seasonal campaigns to boost sales for companies during peak seasons.
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