Aunt Bessie’s has announced a new variety to its Frozen Potato range – Special Roast Potatoes basted in duck fat.
The range has been developed in response to consumer demand for premium roast potatoes, following a number of chefs basting their roast potatoes in duck fat.
In store from October, the product has been designed to appeal for special occasions, such as Christmas and New Year dinners.
This is the first time Aunt Bessie’s has launched roast potatoes basted in duck fat, and builds on Aunt Bessie’s existing frozen potato portfolio.
The brand believes there is a significant opportunity in the premium sector, which is currently worth £4.5m.
Ross Longton, Aunt Bessie’s Senior Brand Manager, said:
“We’re really excited about the new Special Roast Potatoes, basted in duck fat.
“The use of duck fat gives an exceptional crispy texture that consumers will love, with the reassurance of Aunt Bessie’s quality products.
“With Christmas coming up, families are looking for ways to spend more time together over the festive period.
“However, no Christmas dinner is complete without roast potatoes. Aunt Bessie’s helps mums by providing families with frozen potatoes that have both the great Aunt Bessie’s taste and the convenience of a 30-minute cooking time which won’t disrupt the special day.”
The new Special Roast Potatoes will be featured in the upcoming Aunt Bessie’s TV advertising, which launches on the 10 November.
The campaign is part of a £6.5m through-the-line investment in the Aunt Bessie’s brand, which includes TV, press and in-store activity.
The total Frozen Potatoes market is currently worth 432 million units and is in 0.2% volume growth.
Aunt Bessie’s Frozen Potatoes is showing volume sales of 82 million units, out-performing the market at 14.6% year-on-year.