By GB News (World News) | Created at 2026-10-02 02:10:59 | Updated at 2026-10-02 03:34:23
1 hour ago
The Aunt Bessie's logo has been scrapped in favour of a more "contemporary" younger replacement.
The Yorkshire pudding brand has replaced its old branding, which featured an older woman with her hair tied stirring a bowl of batter.
Instead, a younger "open-armed Aunt Bessie" with a "more contemporary feel" will front the the firm's frozen foods.
Announcing the change, the brand said while it was a "glow-up", but was the same Aunt Bessie "that families can trust".
Claire Hoyle, the head of marketing for Aunt Bessie's, 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."
He added: "Importantly though, she's still the same Aunt Bessie fans know and love, and have trusted for generations.
"There are so many ways to enjoy a roast, so Aunt Bessie's is here to help families enjoy all their favourites and create more time together to make memories around the table."
Aunt Bessie has been replaced with a younger woman with her arms 'wide open'
AUNT BESSIE'S
The company was founded in 1974 to supply Butlins with frozen Yorkshire puddings.
Aunt Bessie's says it has not changed the foundational recipe since.
The brand was sold to Nomad Foods, the largest frozen food company in Europe, in 2018 for £210million.
Although primarily known for its Yorkshire puddings, the brand sells a variety of frozen foods, introducing roast potatoes in 1999.
Aunt Bessie has dropped her bowl in her new logo
AUNT BESSIE'S
And it comes after a similar re-brand just weeks ago - Timothy Taylor's, the brewery, scrapped its traditional iconography in a rebrand designed to appeal to Gen Z.
Its branding - a landlord with a receding hairline in a rugby shirty - was replaced by a bearded, casually dressed man.
Rory Hanrahan, a publican and author, told GB News the beer was pandering to "a concept of what we think kids want, younger people want".
"None of these things ever work, and all you end up doing is devaluing the brand you already had," he added.
Aunt Bessie's older logo, used until 2013
AUNT BESSIE'S
In late 2024, iconic British car manufacturer Jaguar underwent a controversial rebrand as it pivoted to the electric car market.
The manufacturer, dating to the 1920s, embraced a new philosophy of "Exuberant Modernism" and published a widely-mocked reveal video which contained no cars, but did showcase a group of diverse models.
Nigel Farage slammed the brand at the time, saying he expected it to go "bust".
Jaguar Land Rover has since plunged into financial turmoil - taking home a pre-tax profit of £66million in the first three months of the financial year, compared to £248million for the same period in 2025.
