• Aunt Bessie’s adds premium Spectacular Yorkshires to its portfolio, as it seeks to encourage to trade-up with an intriguing proposition
  • Flavoured with Roasted Sea Salt, Rosemary & Sage, the new launch is suitable for vegetarians and will offer greater choice to shoppers
  • The NPD follows a portfolio-wide product renovation last year, which has helped to drive +5.8% growth for Aunt Bessie’s Yorkshires (ahead of the category’s own performance of +4.1%)[1]

Aunt Bessie’s is expanding its portfolio with a premium Yorkshire Pudding option, as shoppers look to create a showstopping roast dinner this autumn. Rolling out in stores from 20th September, Aunt Bessie’s’ new large and show-stopping Yorkshires, flavoured with Roasted Sea Salt, Rosemary & Sage, will ensure that the brand continues to drive category sales during the colder months.

The Premium Yorkshires segment is a real growth area in the Yorkshire pudding category, seeing a strong performance of +10.2% YOY[2], as shoppers look for even greater results when cooking a roast dinner. Enjoying a 60.5% share of the total Yorkshire Pudding market[3], Aunt Bessie’s is in the prime position to drive additional shoppers to the Premium Yorkshire Pudding segment with this launch. In fact, feedback from consumer research has revealed that 61% of respondents believe that just adding a flavoured salt would make a Yorkshire pudding more premium and add a level of excitement[4]. Additionally, with 22% of roast dinner shoppers only buying the Aunt Bessie’s brand[5], the new premium Yorkshires will be a popular item over the festive period.

Louise Grace, Senior Brand Manager at Aunt Bessie’s, said “As a brand synonymous with Yorkshire puddings, we’re in the perfect position to help consumers to get the most out of their roast dinners. With families wanting to spend more time over a quality roast dinner than ever before, but unwilling to sacrifice time to do so, we recognise the role we can play in making family mealtimes more special than ever.

“With consumer demanding elements that will amplify their roast dinners, Premium Yorkshires represent a great opportunity for both our brand and the category. The addition of special ingredients like roasted sea salt, rosemary, and sage have seen our new Spectacular Yorkshires launch already resonate well with consumers. This new launch really does offer consumers maximum reward for medium effort – helping to make those family get togethers as easy as possible without compromising the taste experience.”

Aunt Bessie’s Spectacular Yorkshires will be launching from mid-September 2021 into Tesco, before being available in Morrisons, Sainsbury’s and Asda. The product will have an RRP £1.90.

[1] Nielsen RSV growth (data w/e 14.08.21)

[2] Nielsen MAT % CHG YA data w/e 14.08.21

[3] Nielsen (data w/e 14.08.21)

[4] Survey Monkey Sept 2020

[5] Kantar – Purchase Panel, Roast Dinners, 52w/e 27 December 2020

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