McCain poised to launch first microwaveable toastie

McCain is launching a microwaveable toastie, backed by a multi-million pound marketing push.

The McCain Micro Toasties product, with a cheese and ham filling, is believed to be the first UK launch of a microwaveable toasted sandwich.

The launch is in response to customer perceptions that making the snack from scratch is too much bother. Research by McCain showed that, despite being a firm favourite among consumers, toasted sandwiches are rarely eaten because of the perceived inconvenience and mess, and the need to use a sandwich toaster appliance.

At the same time, the company is rolling out a microwaveable chicken nuggets product aimed at children and adults. Both will be backed by a &£4.3m marketing push using television, outdoor and sampling. The first TV ads, created by lead agency D’Arcy, will break in November and the products will be on supermarket shelves from early October.

McCain senior product manager Andy Napthine says: “Shifts in lifestyles mean consumers increasingly want to enjoy light snacks and meals.”


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