Aunt Bessie’s Introduces Two New Melt in the Middle Desserts to Cater for Larger Gatherings

Aunt Bessie’s is introducing a more premium frozen hot dessert solution, catering for a gap in the market: indulgent treats designed for larger gatherings

The ‘Melt in the Middle’ desserts are available in Belgian Chocolate Chip and Salted Caramel (500g; MRSP: £2.50 – £3; serves six)

Available across the grocery channel, both SKUs are available from mid-October 

As we enter the colder months, the in-home gatherings ramp up and we increasingly look for delicious treats to share with friends and family. Aunt Bessie’s has the perfect solution, with its latest frozen hot desserts innovation: Melt in the Middle Belgian Chocolate Chip and Melt in the Middle Salted Caramel.

Hannah Haas, Marketing Director at Aunt Bessie’s, comments: “Shoppers have demanded a new, exciting take on the frozen hot desserts category, and this is supported by research that shows that they are willing to pay a higher price for a premium option in the category.”

The demand for hot desserts peaks through autumn and winter. Frozen hot desserts are perfectly positioned to capitalise on this demand, and enable retailers to stock up in anticipation of the colder weather without the risk of stocking products that will go out of date.

“The Melt in the Middle desserts represent a new and enticing option for consumers in the category – they meet shoppers’ desire for eye-catching treats that can serve the whole family or a full dinner party,” Haas continues. “By innovating within frozen desserts and offering a stand-out product with a premium feel, we hope to help our retail partners capitalise on the increased opportunity over the coming months.”

Both variants will be available through grocery from 15th October, carrying a recommended retail price from £2.50-3.00.