McCain Foods has expanded its Shake Shake range with two SKUs.
Continuing the brand’s development of its burgeoning chilled portfolio, new Sweet Potato Fries with Sea Salt & Three Pepper (rsp: £2.49/250g) and Smoky Barbecue Wedges (£1.99/300g) include a flavour sachet, which is added to the bag prior to cooking and the bag then shaken to coat the potato pieces. The former variant promises “an extra kick of flavour”, while the latter has been launched to tap BBQ season.
McCain has sold 2.5m packs of chilled products since making its debut in the category in September after 59 years in frozen, with value sales of £3.9m [IRI 52 w/e 22 April 2017]. Seeing “massive headroom for growth” in the chilled potato options, the brand launched two variants in Shake Shake and three under the Gourmet name. Based on out-of-home dining trends, both lineups are aimed at two-person adult households who make frequent small shops.
Venturing into chilled had been “an exciting journey”, said McCain marketing director Mark Hodge. “As we continue to put significant investment into growing the frozen potato category, we’ve also recognised a gap in the chilled market. As the UK’s number one chip brand, we felt we had something to offer in this relatively untapped arena.
“Knowing that the adult audience often purchase from the chilled aisle, especially on ‘for tonight’ shopping trips, we wanted to create a range that would appeal to their desire for products inspired by their favourite dining outlets.”
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