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Wednesday, 22 October 2008 |
 Aunt Bessie's is expanding its frozen potato offerings this autumn with the launch of two new products: Aunt Bessie's Rustic Chips and Aunt Bessie's Roast Mix.
Aunt Bessie's Rustic Chips retain their skins giving them a more wholesome flavour compared to standard chips.
The range has been created to satisfy a growing trend among consumers for nourishing food with a home style taste that is simple and quick to prepare.
Aunt Bessie's Roast Mix provides consumers with all the trimmings for a great roast dinner and enables them to liven up their midweek meals by combining extra crispy roast potatoes with the delicious addition of carrots, parsnips and red onion.
On shelf from October 2008, the expansion of the potato product range follows a phenomenal year for Aunt Bessie's frozen potatoes.
In addition to being the market leader in the frozen roast potato market and outperforming growth of other oven chips products, Aunt Bessie's Mashed Potato and Roast Potatoes have also received the seal of approval from TV Chef Delia Smith.
"The Aunt Bessie's brand is a major player in the frozen potato market and this is due to Heinz's continued commitment to consumer and category research," comments Amanda Walker, Marketing Director, Heinz Frozen UK.
"Frozen potatoes are growing in popularity but consumers are still searching for healthier and tastier options."
"Aunt Bessie's Rustic Chips offers the wholesome taste of home style potatoes baked in their skins for a fuller flavour, while the variety in Aunt Bessie's Roast Mix brings a bit of excitement to a roast dinner."
In addition to the new varieties, Aunt Bessie's frozen potato range is also set to receive significant ATL support marketing support.
In October, November and December, ITV3's daytime programmes will be sponsored by and carry Aunt Bessie's branded idents. A national print advertising campaign will also appear in women's weekly and monthly titles.
Heinz has just completed an £8.4 million investment in its flagship Aunt Bessie's potato plant in Norfolk.
Annual production of Aunt Bessie's potato products will increase significantly following the introduction of a new processing line for the chip and roast potato products and two new packing lines.
Aunt Bessie's range of frozen potatoes continues to outperform the category growing in value, +10.7% and volume +12.0%.
It is the market leader in both roast and mashed potato segments, with a 59.2% and 66.4% value share respectively.
Aunt Bessie's chips are also growing the category - prior to the launch of Aunt Bessie's Crinkle Cut Chips in April 2007 the category was in decline but the incremental sales from Aunt Bessie's have attracted new consumers resulting in category growth.
"Aunt Bessie's frozen potatoes have driven growth across the category and we are building on this with the launch of the Rustic Chips and Roast Mix," concludes Walker.
"We know that our consumers want to add new flavours and variety to their meals but they don't have much time to spend cooking. The new launches demonstrate our commitment to bringing innovation to the category".
Source: Heinz Frozen UK
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