• Back by popular demand, Aunt Bessie’s is relaunching it’s packs of Heart-Shaped Yorkshires
  • The limited-edition Yorkshires will be available at Co-op and Nisa stores from 10th – 30th March 2021

Aunt Bessie’s is spreading the love again this Mother’s Day, with the return of its popular limited-edition Heart-Shaped Yorkshires. Having initially launched in 2019 for Valentine’s Day, the distinctively shaped Yorkshires will be rolling launching into Co-Op and Nisa stores for RRP £1.

Louise Grace, Senior Brand Manager at Aunt Bessie’s, said: “Mother’s Day this year is likely to look very different from previous years, and it’s very likely that families won’t be able to share as many moments together. We were therefore keen to help add a special touch to mealtimes with the relaunch of Heart-Shaped Yorkshires, giving shoppers the chance to enjoy either at home with close family or perhaps via a virtual Mother’s Day catch up instead.”

Over the last year, convenience stores have been increasingly relied upon by many shoppers as part of their weekly shop, with the frozen category one of the main beneficiaries of increased footfall into stores. Recent research between Aunt Bessie’s sister brand, Birds Eye, and KAM Media revealed that 74% of convenience store participants have seen demand for frozen food grow this year, with 42% saying frozen grew more than any other category[1]. The re-launch of Aunt Bessie’s Heart-Shaped Yorkshires will help to retain shopper’s interest within the category, helping to create excitement through innovation.

The launch also coincides with the continued growth in popularity of roast dinners, particularly around key seasonal occasions such as Easter and Christams. In the run-up to Christmas, Aunt Bessie’s outperformed the roast dinner category, with strong performance to grow +14.7%[2].

Available in a pack of six, Aunt Bessie’s Heart-Shaped Yorkshire Puddings have an RRP of just £1 and will be available to Co-Op and Nisa retailers from 10th to 30th March 2021.

[1] KAM Media audit of 132 UK retailers, conducted March and August 2020

[2] Nielsen dashboard, w/e 26.12.20

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