Lamb Weston is turning up the crunch in the United Kingdom with its innovative Really Crunchy Fries – a new generation of coated chips that deliver a long-lasting crunch and elevate the dining experience for operators and their guests.
Originally formulated to meet the growing demand for unique sensory dining experiences, Really Crunchy Fries were developed exclusively for the out-of-home channel, bringing a new dimension to one of Britain’s favorite side dishes.
Foodservice operators need products that are simple, reliable and efficient to prepare across different kitchen environments. Really Crunchy Fries answer both needs. They give diners a sensory experience while providing operators with a versatile, dependable fry solution.
“Expectations of foodservice operators have never been higher. Guests want to be wowed like never before, and every element of a dish needs to deliver a great quality sensory experience that goes beyond just taste,” said Alecia Brown, Lamb Weston’s UK & Ireland marketing manager. “Our industry-leading innovations in frozen fries have created a legacy for world-famous potato solutions in quality, taste and heat-holding capabilities. Now the time is right to elevate the fry experience to a new standard in indulgent, sensory potato enjoyment.”
Crunch = Texture + Sound + Sensory Stimulation + Perceived Quality
The appeal of Really Crunchy Fries goes beyond taste. Recent sensory data highlights the important role that texture plays in how consumers perceive and enjoy food, while research into multi-sensory eating shows that sensory cues including texture, sound and aroma can influence both taste perception and the overall pleasantness of food.
Analysis published in Food Quality and Preference in 2025 suggested that environmental sounds can influence taste perception and liking, with the researchers suggesting that the effect on liking may be linked to sensory-emotional stimulation.
For restaurant operators, this underlines the opportunity to make texture and sound part of the dining experience – creating food that doesn’t just taste good but delivers a memorable sensory experience. With a 9% visible coating, Really Crunchy Fries offer added crunch for the consumer, and a longer hold time for the operator makes them ideal for loading up.
Lamb Weston has combined more than a decade of consumer and foodservice sales data, alongside feedback from chefs and guests, to identify the attributes that matter most when choosing a high quality frozen fry – real potato taste, high levels of crispiness and long-lasting crunchiness. The result is Really Crunchy Fries – with a distinctive, rough outer texture designed to deliver an indulgent, artisanal-style experience while retaining the operational benefits operators need.
“We set out with a clear vision to create the crunchiest fry we’ve ever made, and we have cracked it,” said Brown. “This is an exciting product that is uniquely different in appearance and mouthfeel, offering an unbeatable fry experience for diners and an unbeatable product solution for forward-thinking foodservice operators.”
Putting the Crunch Center Stage
To bring the range to life, Lamb Weston is putting Really Crunchy Fries at the heart of a program of activity designed to engage chefs, operators and foodservice decision-makers.
Following a recent appearance at the Beef Stock event with key customer account Beefy Boys, Lamb Weston is continuing its campaign presence at the StrEAT Food Awards in September, where it is an event sponsor and will be sampling Really Crunchy Fries with foodservice professionals attending the event. The live final will take place on September 22 at Big Penny Social in London.
Later in the Autumn, the company will partner with Great British Chefs to showcase the versatility of Really Crunchy Fries through a series of reels, stills and recipes created by Chef Robin Gill. The collaboration will feature three loaded dishes – Greek Salad Fries, Kimchi Disco Fries and ’Nduja Vodka Fries.
