McCain unveils plans to move beyond frozen food

McCain, a brand best known for its frozen potato products, is planning to extend out of its core frozen category and into other areas of the grocery market to increase sales.

McCain, a brand best known for its frozen potato products, is planning to extend out of its core frozen category and into other areas of the grocery market to increase sales.

An industry insider says that McCain has “long held ambitions to get beyond frozen” and that chilled foods would be a key area for it to break into.

According to McCain head of communications Simon Eyles, a range of new product development is planned for this year, though frozen potato products will continue to be the brand’s “core focus”. But he says it is looking to use its consumer base and brand heritage to launch into new categories.

Eyles adds: “We have some exciting new ideas planned in potatoes for this year as there is still a huge opportunity to change the way people consume our products. We want to offer convenient solutions and naturally we are looking to develop into new areas of the grocery market.”

McCain has been extending out of its core potato products range with launches into the snacks market such as frozen filled baguettes and Southern Fried Chicken Wings – convenient foods that can be cooked in the microwave and eaten out of the packaging. It also has a range of frozen desserts (MW September 16, 2004).

Last year McCain launched a range of premium delicatessen-style hot sand- wiches into the convenience and eating-out sector. The range, launched by its foodservice arm, was aimed at younger, more upmarket consumers who increasingly eat out of home (MW May 5, 2005).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here