Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Membership today.
Already a member?
Log in
The familiar face of Aunt Bessie is set to get a “glow up” in a rebrand of the most recognisable maker of frozen Yorkshire puddings.
Replacing the well-known image of an elderly woman with tied hair stirring a bowl of batter is a younger “open-armed Aunt Bessie” possessing a “more contemporary feel”, the brand has announced.
The switch up has been described as a “glow-up” that’s still the same Aunt Bessie “that families can trust”.
Claire Hoyle, the head of marketing for Aunt Bessie’s, said: “Aunt Bessie is a national treasure who has been part of the family for decades, so we thought it was about time she received the glow-up that she deserves.
“Her arms are wide open because that’s what we’re all about, welcoming people to the table, no matter what day of the week.
Ms Hoyle added: “Importantly though, she’s still the same Aunt Bessie fans know and love, and have trusted for generations.
“There are so many ways to enjoy a roast, so Aunt Bessie’s is here to help families enjoy all their favourites and create more time together to make memories around the table.”
Charlotte Sheridan, founder of marketing agency The Small Biz Expert said on the rebrand: “In terms of timing, it’s an interesting one – while the rebrand has no doubt been in the works for a while, launching a rebrand like this ahead of the Christmas shopping season, where no doubt plenty of Aunt Bessie products end up on Christmas dinner plates, certainly reminds us all of the brand.
We have seen brands do u-turns before on exactly this type of “glow up”, however, I think more than appealing to younger consumers, this may be a move to align the brand to our more health focused food habits.”
The frozen food firm started in 1974 by supplying Yorkshire puddings to holiday camp chain Butlins.
According to the company, which is now owned by frozen foods giant Birds Eye, the brand’s recipe has not changed since – and now makes 20 million Yorkshire puddings a week.
The company started supplying to Iceland supermarket in the mid 70s, under the name of Tryton Foods. Then to other major British supermarket chains from the mid 90s, when the Aunt Bessie’s brand was officially launched.
The brand was sold to Nomad Foods, the largest frozen food company in Europe which also owns Birds Eye, in 2018 for £210million.
Decades after launching the company still makes roast dinner staples. While Yorkshire puddings are what the company is best known for it also sells other roast dinner staples including roast potatoes, stuffing and meat joints. It also sells chips, mash, veg, pancake mix and other British classics like toad in the hole across UK supermarkets.
