McCain Foods is launching frozen roast potatoes basted in goose fat, in a bid to tap into the Christmas market. The roasts will be positioned as a premium product that is better value than similar chilled products.
The new product, which will be launched in September, comes in a silver foil tray that can be put straight in the oven from frozen. McCain says that the goose fat helps to create “crispy and fluffy” roast potatoes.
Its black packaging aims to position it closer to its Potato Gourmet range – launched earlier this year – than its core range of products. It will cost £2.49 for 400g, which serves three people.
The launch will receive significant marketing support, including sponsoring ITV show Christmas Cooks in December.
It will also be supported with an outdoor and press campaign – launching in October – which will be created by McCain agency Beattie McGuinness Bungay.
McCain says the roasts are made from natural ingredients and do not score a red traffic light under the Food Standards Agency’s labelling scheme. The products have 14.3% fat in a 135g serving, of which 3.8% is saturated fat. Goose fat is lower in saturated fat than any other animal fat.