Tryton Foods has appointed Soul to the &£1.5m account for frozen food brand Aunt Bessie’s. It is not known which agencies Soul pitched against to win the account.
The brand is embarking on a programme of new product development in an attempt to expand the frozen food segment. Best known for its seven-strong range of ready-to-bake Yorkshire puddings, the brand has already started to extend into other categories in the frozen market. Its range now includes frozen roast potatoes, mashed potatoes and chips and a range of stuffings and dumplings.
Tryton regards frozen desserts as a key area of development for Aunt Bessie’s. Last autumn, it launched a range of fruit pies and crumbles to add to its existing portfolio of sticky toffee pudding and jam roly-poly. It is also keen to extend into frozen vegetables, which it experimented with for the first time last year.
The Aunt Bessie’s packaging has already been overhauled to ensure a more consistent image across all the categories. The redesign, carried out by design agency Visuality last September, has given the range a stronger logo aimed at making more impact on the shelves.
In June, Soul lost one of its five founding partners, Seamus O’Farrell. Both parties deny the split was the result of a rift. O’Farrell has since taken a senior account role at Leo Burnett.