Aunt Bessie’s unveils new roast potato recipe

The new recipe means the brand can now claim the potatoes are the “crispiest and fluffiest Aunt Bessie’s roast potatoes yet”, according to consumers involved in testing.

Aunt Bessie’s has also invested in a £2.1m extension to its current advertising campaign, which will feature the new roast potatoes.

Airing from mid-October through to December, the TV tag will emphasise the products’ “improved taste and quality”.

Andy Dale, senior brand manager for Aunt Bessie’s, said: “Our new roast potato recipe will ensure Aunt Bessie’s continues to play a leading role in driving the performance of the segment over the Christmas period.

“As the brand leader in frozen roast potatoes, our growth is intrinsically linked to the success of the category, with 71% of our roast potato range’s growth incremental to the segment, while our roast potatoes have 94% more incremental shoppers in December compared to the average month.

“The combination of new recipe and continued marketing support will help to ensure we are front of mind over the festive period.”