Aunt Bessie’s has launched its biggest ever marketing campaign, backed by a £5m investment. The brand is back on TV with its new campaign platform, Bring out the Bessie in you, centred on breaking down the barriers around the complexity and time required to make a delicious roast dinner any day of the week. The roast has seen a recent period of growth, up 4.2% this year, driven by increased midweek consumption. The most notable increase has come from Millennials, who have eaten 9.5% more roasts in the past year.

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