ALDATA SOLUTION 
By Dec 12, 2012
Aldata announces that frozen food manufacturer, Aunt Bessie's Ltd, famous for their Yorkshire pudding, frozen vegetable and dessert products has chosen Aldata's Assortment Management and Category Insights solutions. Aldata solutions will help Aunt Bessie's to compete more effectively in the highly competitive supermarket freezer sector by deepening insights into category performance from market data. The Aldata implementation has supported Aunt Bessie's offering to retailers, modeling a clear and in-depth insight into the market dynamics of their frozen food categories to make the most of freezer space.
Aunt Bessie's has been able to model the launch of new products and react quickly to changes in demand and consumer behavior. Recently, having identified category opportunities to broaden consumption, and with the cost of beef rising, Aunt Bessie's have launched new products that would change the stereotypical perception of Yorkshire puddings and extend its products out to other meats, such as chicken and sausages.
"To respond to the rising cost of beef, and to help people think differently about Yorkshire Puddings, we broadened the way we market our biggest product, says Claire Glen, Category Leadership Manager at Aunt Bessie's. "People naturally associate Yorkshire puddings with beef, but with the help of Aldata's solution, we were able to quickly identify and easily share with our retailer partners the expected category growth that would be generated from the introduction of products such as 'Perfect for Chicken' and 'Perfect for Sausage' into the assortment.
Aldata Assortment Management and Aldata Category Insights allow Aunt Bessie's to analyse and examine category and retailer performance, form pricing strategies and consolidate data into an interactive library that can be presented to the retailer. Both products increase productivity by freeing up time previously spent by the Aunt Bessie team when scanning for trends in the market, which as a result, reduce costs.
"It is crucial for both retailers and manufacturers to understand shopper behavior, says Matt Robinson, Market Development Director, Aldata. "With so many new products being placed on the shelves of grocery retailers, manufacturers such as Aunt Bessie's have to compete to grab their attention. The Aldata solutions chosen by Aunt Bessie's allow the team to improve their understanding of retailers and consumers, using this information to change category and range strategies accordingly.
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