McCain is extending its frozen potato portfolio with the launch of what it calls “a superior frozen roast potato that, for the first time, rivals the authentic taste of homemade.”
In the UK, there are over one billion meal occasions featuring roast potatoes and currently 84% of roasties served at the table are made fresh, highlighting an opportunity for growth in the category. The launch will also see McCain compete with market leader, Aunt Bessies, for a share of the £61.7m [Kantar 52 w/e 16 August 2015] market.
The new McCain’s roasties are made with 100% British potatoes par-boiled and then basted in beef dripping – all consumers have to do is put them on a baking tray and cook them for 40 minutes.
McCain is supporting the launch with a £6m, eight-week marketing campaign celebrating the next best thing to homemade – featuring TV, OOH, outdoor, print, experiential social media and PR activity in a bid to drive trial and convert consumers from homemade to pre-prepared.
McCain marketing director, Mark Hodge, comments: “Until now, there hasn’t been a frozen roast potato that can rival mum’s homemade roasts. The frozen alternative has always been too much of a compromise – dry and uniform in shape, and not something that anyone was proud to serve, so it’s no surprise that the majority of roast potatoes served in the home are still homemade.
“An independent taste test revealed 65% of consumers said that the new McCain Roasts were as good as or better than homemade.”
Available in 800g packs for RSP £1.99, and larger 1.4kg packs for RSP £2.99, McCain roasts are will be available nationwide by the end of October.