Aunt Bessie’s, part of the UK’s William Jackson Food Group, is launching a new selection of ice creams inspired by some of the brand’s range of desserts that are based on traditional British puddings.

The ice creams come in three flavours – Lemon Meringue Pie, Rhubarb Crumble and Jam Roly Poly & Custard. All come in 900ml packs with an MRRSP of GBP3 and will be launched exclusively with Morrisons on 25 July.

The Rhubarb Crumble combines crunchy pieces of crumble with rhubarb, finished off with a drizzle of tangy rhubarb sauce. The Jam Roly Poly mixes soft pieces of sponge with a fruity raspberry sauce and custard-flavoured ice cream, while the Lemon Meringue Pie combines crunchy pieces of meringue and shortbread with a drizzle of lemon curd sauce.

Aunt Bessie’s marketing manager Andrew Wade said: “Shoppers buy Aunt Bessie’s because they trust the brand and enjoy shopping across our range, whether it’s veg, potatoes, desserts or Yorkshire puddings – adding ice cream inspired by traditional British puddings felt like a natural next step for us.”

The launch follows Aunt Bessie’s announcement that it is expanding its range of Yorkshire puddings – a staple ingredient of traditional roast dinners in the UK – from the freezer into the chilled category.

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By GlobalData