Following extensive consumer research[1], Aunt Bessie’s is introducing a new-look brand to better appeal to the modern-day shopper. The updates see the evolution of the brand character alongside a complete packaging redesign that emphasises the quality of the products, with new packs first available in stores from September.
Sam Dolan, Aunt Bessie’s head of marketing said: “Our research told us that the roast is all about the family coming together and enjoying good quality food with no compromises. The reality is that the average family spends around just 30 minutes together each day and consumers don’t want to be stuck in the kitchen. Consumers want products that are not only easy to prepare, but also deliver the quality the family deserves, every time.
“Aunt Bessie’s products have always provided high-quality solutions for roast dinners and midweek meals, which is reinforced by our returning ‘Bring Out the Bessie in You’ campaign. The campaign works perfectly alongside the new-look brand, allowing us to modernise with the consumer while reminding them about the convenience of the range.”
With the return of the brand’s iconic blue tones on pack, alongside more appealing product shots that support’s the brand’s ethos of providing ‘food as it should be’, the revised packs have a cleaner appearance front and back for greater stand out in store. Purchase intent scores have also increased with the new-look, when compared to the outgoing designs.
Tying in with the convenience that many shoppers demand, cooking times and key product benefits – such as dietary requirements – are clearly called out on front of pack alongside serving suggestions that showcase the high quality of the products inside. On the back, recipe inspirations are included for the first time to increase usage and encourage consumers to share their mealtime creations. The recognised ORPL logo is also shown for greater transparency on recyclability.
The packaging changes also mark the introduction of the new logo, featuring a more relatable Aunt Bessie figure that retains enough of the cues that make the character so iconic, while helping to improve resonance with new shoppers.
Products available in the new packs will be available in Sainsbury’s stores from September, with the wider roll out through other retailers and channels from October. Pack sizes, pricing and SKUs are unaffected by the updates.
[1] Research involved 900 respondents from three different shopper groups, who tested 4,000 different packs that represented a variety of core SKUs. The new designs scored higher than the outgoing designs in categories including ‘makes fantastic tasting food’, ‘offers products that suits everyday meals’, and ‘is a modern brand’.
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