Aunt Bessie’s has launched a new range of frozen meat joints and roast dinner vegetables, which will be available at major UK retailers starting this month.
From 9th September, Tesco will be the first to introduce Aunt Bessie’s new meat joints and veg, followed by Morrisons, Asda and Sainsbury’s in October. The new 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 – RRP £8) and four sides (Maple & Thyme Glazed Carrots, Green Veg Mix with Garlic & Herb Butter, Rich & Creamy Cauliflower Cheese – RRP £3.25, and Rustically Made Roast Potato Chips – RRP £3.75).
The boneless joints offer easy carving, are designed to be cooked directly from frozen, and come in ready-to-roast trays. The brand noted that the seven new additions to its portfolio will provide even more choices for shoppers looking to put together a full meal solution with ease, driving footfall to the frozen aisle.
Andy Dale, Marketing Manager at Aunt Bessie’s, commented: “Following the successful launch of Aunt Bessie’s meat joints and the £12 roast dinner meal deal in Iceland last year, which boosted Iceland’s value share of roast dinner accompaniments by two percentage points (+22% increase in sales YOY), we are thrilled to be expanding our range. Our 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 launch also ties into Aunt Bessie’s’ participation in Roast Dinner-focused Meal Deals across the trade from mid-October through to early January. The meal deals, now with even more qualifying products, mean shoppers can feed a family of four by purchasing a meat joint and three sides or desserts for only £12.
Dale added: “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.”
