Aunt Bessie’s strengthens Yorkshire pudding range with new Perfect for Sausage innovation

Family run frozen food company, Aunt Bessie’s Limited, is launching its latest innovation in the Yorkshire Pudding market, with new Perfect for Sausage Yorkshire puddings.

Aunt Bessie’s is the number one Yorkshire pudding brand, with a 59.5% share (MAT) of the category. It produces up to 20 million Yorkshire puddings each week in the busiest period. Latest data (MAT) shows the Aunt Bessie’s Yorkshire pudding value sales is growing at 6% YOY.

Owned by the William Jackson Food Group, Aunt Bessie’s has developed innovative boat-shaped puddings which are ideal for sausages following their on-going significant investment in consumer research.

Available from early October, Aunt Bessie’s Perfect for Sausage Yorkshires will be available in packs of 6 and oven cook in just 4 minutes.

The brand’s growth in Yorkshire Puddings is reflective of its growth at a total brand level, now worth £173m and growing by +8% in the latest MAT to July 2011.

The new Perfect for Sausage product will complement the brand’s existing range of Yorkshire Pudding products, which include original Irresistible Yorkshires, Midweek Minis, Home Bakes and the Perfect for Chicken variety, which was launched in August 2010 and is now worth over £3m at RSV.

The product will be supported by an integrated brand marketing campaign, comprising TV, digital activity, PR and sales promotion.

Clare Field, Marketing Director at Aunt Bessie’s, said: “Our strength and expertise within the Yorkshire Pudding market has allowed us to use our knowledge to develop the Perfect for Sausage product, which provides a great accompaniment to a traditional sausage and meal. It’s crucial for us to continue to be innovative – bringing out new and exciting products that meet consumer needs.”

Perfect for Sausage have an RSP of £1.69 and will be available in all major retailers.