Aunt Bessie’s launches I’m a Celebrity-themed dessert pie

William Jackson Food Group brand Aunt Bessie’s has launched a Dingo Dollar dessert pie ahead of the 16th series of ITV’s I’m a Celebrity Get Me Out of Here.

The Chocolate Brownie Pie contains chocolate pastry and brownie, topped with white chocolate stars, and is priced at £1.89.

As part of its partnership with the ITV show, Aunt Bessie’s will offer shoppers the chance to win a holiday to Australia. The frozen brand will hide 100 star-shaped puddings in its packs of Golden Yorkshires, and shoppers who find the stars get the chance to tell the brand why they deserve a family trip Down Under.

Aunt Bessie’s marketing director Lorraine Rothwell said: “Last year’s sponsorship of I’m A Celebrity really whipped up excitement with our customers – this year we’re looking to build on that in-store, on social media and with our TV ads.

“We’re really pleased with how the sponsorship is progressing – I’m A Celebrity is one of the most watched shows on TV so it’s definitely very exciting for Aunt Bessie’s to be associated with it.”

I’m a Celebrity Get Me Out of Here will be back on screens from the 13 November, and Aunt Bessie’s characters Margaret and Mabel will be returning for the ads surrounding the show.

In October, Aunt Bessie’s expanded its hot dessert selection with two new variant pudding pots – The Premium Sticky Toffee Pudding Pot and Premium Stem Ginger Pudding Pot.

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