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Aunt Bessie's ditches its elderly stirring lady for a younger 'open-armed' figure in a Yorkshire pudding 'glow-up'

From the Newshound archive · first published 2 October 2026 · last updated 3 October 2026.

Aunt Bessie's Yorkshire pudding recipe has remained unchanged since 1974, even as the brand — acquired by Nomad Foods for £210 million in 2018 — overhauled its image to appeal to a generation that reaches for kimchi and…
Aunt Bessie's Yorkshire pudding recipe has remained unchanged since 1974, even as the brand — acquired by Nomad Foods for £210 million in 2018 — overhauled its image to appeal to a generation that reaches for kimchi and…

Britain's most recognisable frozen Yorkshire pudding brand is replacing its iconic image of an elderly woman stirring batter with a younger, "open-armed Aunt Bessie" in a fresh rebrand. Head of marketing Claire Hoyle called Aunt Bessie "a national treasure" who "deserves the glow-up", insisting the new look retains the trust families have placed in the brand for generations. The company, now owned by Birds Eye, was founded in 1974 supplying Yorkshire puddings to Butlin's holiday camps. Its recipe has remained unchanged ever since.

The new logo's timing is notable — launching ahead of Christmas, when Aunt Bessie's products feature on millions of dinner plates across Britain.

One marketing expert suggests the rebrand may be less about attracting younger shoppers and more about aligning with "more health-focused food habits".

The brand insists she is still the "same Aunt Bessie fans know and love" — just with her arms wide open, welcoming everyone to the table.

MoreThe IndependentYorkshire Pudding maker Aunt Bessie’s is set for a ‘glow up’ – here’s what’s newThe TelegraphAunt Bessie given ‘glow-up’ in rebrand - The TelegraphGB NewsTraditional Aunt Bessie killed off in favour of 'contemporary' younger replacementmsn.comTraditional Aunt Bessie given a glow up in Yorkshire pudding rebrand
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