Aunt Bessie's develops frozen ready-meal range

Aunt Bessie's is to exploit renewed interest in traditional British food with a range of frozen ready meals.

The line includes two meals served in a Yorkshire pudding: sausage casserole and beef steak in gravy. There are also chicken and beef stews with dumplings and a minced-beef cobbler.

Each 450g meal will be priced £1.99.

The £520m frozen ready-meal sector dropped in value by 1.9% in the year to April, according to TNS Superpanel. But Aunt Bessie's owner Tryton Foods aims to capitalise on a 15.4% growth in the traditional category.

Aunt Bessie's is known as a traditional British brand, with products including frozen Yorkshire puddings and meal accompaniments such as honey-glazed parsnips, stuffing balls and roast potatoes.

The company has a £110m turnover and is currently growing at 18% year-on-year, according to Tryton.

Advertising for the range of Aunt Bessie's ready meals will form part of a £3.5m promotional investment in the brand over the coming year. The activity is due to begin in October.

The launch follows the decision by Campbell's-owned cooking-sauce brand Homepride to spend £4.5m on a relaunch focusing on traditional British food (Marketing, 28 July).

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