HJ Heinz is expanding its Aunt Bessie's frozen potato range with the launch of two new products.

Aunt Bessie's Rustic Chips and Aunt Bessie's Roast Mix launched this month and will be supported with above-the-line and national print advertising. Throughout October, November and December, ITV3's daytime programmes will be sponsored by and carry Aunt Bessie's branded idents.

Aunt Bessie's Roast Mix offers "extra crispy" roast potatoes with the addition of carrots, parsnips and red onion, while Aunt Bessie's Rustic Chips retain their skins for a "more wholesome flavour". 

"The Aunt Bessie's brand is a major player in the frozen potato market and this is due to Heinz's continued commitment to consumer and category research," said Amanda Walker, marketing director, Heinz Frozen UK. "Frozen potatoes are growing in popularity but consumers are still searching for healthier and tastier options."

Heinz, which makes Aunt Bessie's potato products under licence from brand owner Aunt Bessie's Ltd, has just completed an GBP8.4m (US$13.8m) investment in its flagship Aunt Bessie's potato plant in Norfolk.

The company said the annual production of its Aunt Bessie's potato products is expected to increase following the introduction of a new processing line for the chip and roast potato products and two new packing lines.