mccain roasts

Sales: £318.5m (+1.3%)

Innovative launches backed by heavyweight marketing have helped McCain shift an extra 11.4 million (+7%) packs.

McCain Roasts, marketed as being on a par with homemade roasties, was the biggest launch, with four million packs sold since September [McCain]. Other notable NPD included Crispy Sweet Potato Fries and Frozen Mash.

On the marketing front, the brand forked out £8m on Real Teatimes With McCain. Deals also drove volumes, resulting in a 4.5% fall in average price.