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.”