McCain Foods has launched six new frozen potato products in the United Kingdom. Formulated in line with the latest food trends to meet the needs of a wide range of consumers, the products help to make mid-week teas easier and tastier, and drive volume and value growth in the frozen sector.
The new range includes McCain Spicy Peri Peri Fries and McCain Steakhouse Ridge Cut Fries, each offered at £2.50 for a 750-gram pack and especially targeting one- and two-person households, which account for around 60% of the UK population. They take their inspiration from out-of-home casual dining experiences and feature robust flavor and innovative cut types to appeal to this relatively affluent audience. The products are aimed to drive penetration and frequency with consumers who don’t traditionally shop the frozen food aisle on a frequent basis.
Meanwhile, as part of its successful strategy of introducing a new limited edition flavor of Wedges each year, McCain American BBQ Wedges are debuting at a price of £2 for 750 grams. The previous limited edition McCain Wedges variants have a strong history of driving incremental sales within the frozen potato category, and are positioned for sharing occasions – particularly during family nights in.
McCain Wedges value sales are in excess of £26 million, and American BBQ is expected to bring new interest to the category, with research suggesting it has a broad appeal among adults and children alike.
The company is debuting microwavable frozen mashed potato in its range, enabling consumers to create fluffy mash straight from the freezer in just three minutes. New McCain Mashed Potato (£1.50 for 650 grams) is positioned as “ideal for families looking for consistency and convenience at busy tea times.”
Mash is the single biggest way in which potatoes are consumed in Britain, and pre-prepared traditional favorites are becoming ever more relevant to consumers’ busy lives.
Also being launched are new and improved McCain Croquettes (£1.50 for 550 grams).
The company is giving parents choice and variety at busy tea times by rolling out McCain Mash Machines (£1.50 for 454 grams). Made with real mashed potato, prepared with sunflower oil and are low in saturated fat, they come in the shapes of kid-friendly trains, planes, cars and boats.
Mark Hodge, marketing director, commented: “We’re hugely excited about the extensive NPD hitting the freezers. We’ve done lots of research into exactly what it is that consumers are looking for, and we think we are spot on to help make every day teatimes more enjoyable through inspiration, choice and variety.
“The new products will not only bring new shoppers into the frozen potato category, but drive interest and excitement by meeting demand for the latest out of home trends in the home, as well as offering quality, value and convenience.”
