Aunt Bessie’s updates logo with younger-looking, more welcoming character
Aunt Bessie’s has updated its logo, replacing the familiar rosy-cheeked woman holding a bowl of batter with a younger-looking character shown with open arms. The brand says the change is intended to feel more contemporary and welcoming, while keeping the character recognisable to long-time customers.
Aunt Bessie’s began producing frozen Yorkshire puddings for Butlins in the 1970s and started selling them under its own label to supermarkets in 1995, later expanding into other potato products. Nomad Foods bought the brand in 2018 for £210 million. The rebrand comes as a survey of 2,000 people found 18 to 29-year-olds were more likely than other generations to add ingredients such as hot sauce, kimchi or avocado to a Sunday roast; 68 per cent said roast potatoes should remain on the plate.
- Aunt Bessie’s has replaced its traditional logo character.
- The brand says the new figure is more contemporary and welcoming.
- A survey found roast potatoes remain a favourite for 68 per cent.
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Aunt Bessie's is a British food brand best known for frozen Yorkshire puddings and potato products sold in supermarkets. The company began producing Yorkshire puddings for Butlins holiday camps in the 1970s and launched its own range to shops in 1995, expanding into other products over time. The brand is now owned by Nomad Foods, which bought it in 2018 for £210 million.
Like many long-established brands, Aunt Bessie's has chosen to update its visual identity to appeal to new customers while remaining recognisable to longtime buyers. The change reflects a broader pattern across the food industry, where companies regularly refresh their appearance to stay relevant in competitive supermarket aisles.
Food brands are increasingly aware that younger consumers' eating preferences differ from previous generations. Recent research suggests that people aged 18 to 29 are more likely than older groups to experiment with Sunday roast accompaniments, a shift that manufacturers monitor closely when making decisions about their products and presentation.
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Originally published by Daily Mail as “Aunt Bessie gets ‘glow-up’ in rebrand as it replaces lady on logo with ‘more contemporary’ younger woman”.