Since Aunt Bessie’s last redesign in autumn 2010, the value of the brand, which is owned by the William Jackson Food Group, has risen to over £210m.
“At Aunt Bessie’s, we are committed to helping our consumers to achieve the emotive benefits of a roast anytime of the week,” said marketing controller Lorraine Crowe. “As the biggest focused roast brand in the UK, we are trusted by consumers to deliver a meal that has all the benefits of the roast occasion, with none of the added time and expense. Our new packaging is key in helping us to communicate this, as not only does it embody the very essence of ‘roastiness’, but consumers can see how this translates across our product categories, from our Yorkshires through to our desserts and added value vegetables.”
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