I can only think they are a victim of their own success and supermarkets saw sales of their own inferior brands plummeting.
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While the frozen potato category is in decline, Aunt Bessie’s continues to be the fastest growing brand in the category, recording 24% year-on-year growth. Aunt Bessie’s Chips are growing at 38%, while Aunt Bessie’s Roast Potatoes are growing at 5% in a static market. Aunt Bessie’s Mash claims to have tripled the mash sector in the past year and its latest addition, Jacket Wedges, has already reached the £1.8m mark, in only six months since launch.

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