Aunt Bessie’s, the leading brand in frozen roast dinner accompaniments in the United Kingdom, is expanding its range of frozen meat joints and roast dinner vegetables with seven new products. They are now being rolled out to major retail food stores nationwide.
A huge 1.1 billion roast dinners are consumed every year, according to Kantar, and of those eaten at home, 73% will include meat and every one will feature vegetables. With over half the UK population buying into the frozen roast dinner accompaniment segment, the Nomad Foods brand’s latest offerings will provide even more convenient, high-quality roast dinner options for shoppers and help retailers maximize their sales in the category.
The Tesco chain was the first to introduce Aunt Bessie’s new meat joints and vegetables on September 9. It will be followed by Morrisons, Asda and Sainsbury’s in October. The offerings, all of which are non-HFSS compliant, include three meat joints (Bacon Topped Boneless Chicken Joint, Maple Glazed Gammon Joint, Garlic & Herb Beef Joint) and four side dishes (Maple & Thyme Glazed Carrots, Green Veg Mix with Garlic & Herb Butter, Rich & Creamy Cauliflower Cheese, and Rustically Made Roast Potato Chips).
The easy-to-carve boneless joints may be cooked directly from frozen, and come in ready-to-roast trays. This eliminates the need for any pre-planning, making them ideal for last-minute meal decisions. The additions to Aunt Bessie’s portfolio will provide even more choices for shoppers looking to put together a full meal solution with ease.
Andy Dale, marketing manager, commented: “Following the successful launch of Aunt Bessie’s meat joints and the £12 roast dinner meal deal at Iceland stores ast year, which boosted its value share of roast dinner accompaniments by two percentage points [+22% increase in sales YOY, according to Kantar figures for the 52-week period ending January 21, 2024], we are thrilled to be expanding our range. The goal is to make roast dinners more accessible for families across the country. As consumers increasingly seek delicious yet easy-to-prepare meal solutions, this launch reaffirms our commitment to providing families with options that allow them to enjoy more quality time together around the dinner table.”
The debut also ties into Aunt Bessie’s’ participation in Roast Dinner-focused Meal Deals across the trade from mid-October through to early January. The deals, now with even more qualifying products, offer exceptional value, as shoppers are able to feed a family of four by purchasing a meat joint and three sides or desserts for just £12.
Dale continued: “The frozen roast dinner category is experiencing positive value growth of 6.1%. Innovative launches like this are highly beneficial for retailers as shoppers continue to seek cost-effective products that deliver convenience without compromising on taste. By offering simple yet complete meal inspirations, we aim to further the category’s success and bring Aunt Bessie’s quality to even more plates nationwide.”
The new products include NaviLens codes on the front of packs. In 2022, Aunt Bessie’s became the first frozen food brand in the world to sign up to NaviLens technology. By using the app, blind and partially sighted shoppers can locate products more easily in-store and in their own freezers through audio navigation. Additionally, information on the ingredients, preparation instructions, and recycling information can now be heard aloud via audio on the shopper’s mobile device.
