In what could be the most ‘Yorkshire’ brand collaboration in history, Bradford-born Seabrook Crisps have teamed up with Hull’s finest purveyor of Yorkshire puddings, Aunt Bessie’s, to announce a limited-edition run of crisps inspired by the classic Sunday Roast.
Seabrook and Aunt Bessie’s have introduced three new flavours straight from the table of your local carvery. The flavours include Roast Beef and Yorkshire Pudding, Roast Potato and Black Pepper, and Roast Turkey and Stuffing.
Seabrook’s packaging proudly displayed the logo ‘Lovingly Made in Yorkshire’ for many years before the 2017 switch to the current ‘Made With Pride,’ reportedly because overseas customers didn’t know where Yorkshire was.
Aunt Bessie’s, meanwhile, is a much-loved producer of all things frozen and Sunday-lunch-related, with its Yorkshire puddings held in particularly high regard. The brand makes over 900 million Yorkshire puddings every year.
Claire Hooper, marketing director at Seabrook parent Calbee Group UK, said: “Seabrook and Aunt Bessie’s are two iconic British brands and we’re really excited to introduce this flavourful collaboration.
“We know sharing crisp lovers are looking for something new and different to tempt their taste buds, so this Seabrook X Aunt Bessie’s collaboration will allow us to capitalise on that trend within the snack category.”
It’s not the first time Aunt Bessie’s has collaborated with a Yorkshire company. They previously teamed up with Northern Monk to create a Yorkshire Pudding beer and a Jam Roly Poly dessert beer.
Leeds’s Fun Agency assisted with the branding for the tie-in, while fellow Leeds agency Finn Communications are handling social, PR and influencer marketing. The Seabrook X Aunt Bessie’s thick, crinkle-cut, 120g sharing bags are available to buy at B&M, Home Bargains and other major retailers from today, November 7.
