Traditional Aunt Bessie is killed off in woke modern redesign - with a MUCH younger woman now the face of the brand

Published: 14:45 EDT, 1 October 2026 | Updated: 15:32 EDT, 1 October 2026 The brand might be decades old, but Aunt Bessie has never looked more youthful thanks to a 'glow-up' that has seen the traditional logo replaced with a younger woman. Gone are Aunt Bessie's apple cheeks and the large bowl of batter she is holding in favour of a 'more contemporary' and 'welcoming' character with open arms.Aunt Bessie's, originally operating under the William Jackson Group brand, rose to prominence in the 1970s with its frozen Yorkshire puddings produced for Butlins Holiday Camps.In 1995, the company began producing the puddings for supermarket chains under the Aunt Bessie's label, before expanding into other favourites in the range, including frozen roast potatoes, mashed potato, chips and croquettes. In June 2018, Nomad Foods, the largest frozen food company in Europe and owner of Birds Eye and Findus among others, bought the brand for £210million. Claire Hoyle, head of marketing for Aunt Bessie's said that despite the cosmetic changes, the character remains the one that fans 'know and love'.She 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. Old and new: Aunt Bessie's has had a 'glow up' with the introduction of a new logo (right) The brand is a supermarket favourite with the range including frozen roast potatoes'Importantly though, she's still the same Aunt Bessie fans know and love, and have trusted for generations.' The rebrand comes after a new survey found Gen Z are more likely to spice up their traditional Sunday roast than any other generation.Exotic additions include hot sauce, kimchi and avocado in favour of roasties, gravy and Yorkshire puds.A survey of 2,000 people by Lightspeed found people aged 18 to 29 are looking for more varied ingredients on their dinner plates. But in defence of the old favourites, more than two thirds (68 per cent) insisted roast potatoes should never be removed, followed by meat (65 per cent), gravy (63 per cent) and Yorkshire puddings (60 per cent).