The humble spud is the latest food item to spawn premium freezer variants in an attempt to chip into the stagnant frozen sector.
McCain Foods hopes to inject some life into the frozen food aisles by bringing out the luxury Potato Gourmet range of five ready-to-bake dishes.
The range, designed to offer the perfect accompaniment for a meal for two, includes: mature Cheddar cheese & wholegrain mustard gratin; baby potatoes with sundried tomatoes & garlic; crunchy potato crumble with four cheeses; diced potatoes with leek, onions & parmesan; and diced potatoes with cherry tomatoes and mixed peppers.
A spokesman said: "Potato Gourmet offers a high-quality solution for people looking for inspirational accompaniments and simple indulgence."
The range is an extension of McCain's It's All Good campaign launched last year. Mirroring this campaign, the new range presents "real, simple food made from natural, honest ingredients". The move into luxury potato meal accompaniments follows a year of increased health-focused activity by McCain, which also worked to convince consumers of the benefits of buying frozen.
Last November the company brought out Rustic Oven Chips, which it claimed was the first oven chip product to score green across the board under the Food Standards Agency's traffic-light labelling system. The producer runs traffic lights on its front-of-pack labelling in addition
to GDAs.
In September it announced a £15m investment, through TV and cinema advertising, to flag up the health and provenance credentials of its chips.
The Potato Gourmet launch will be supported by a £1.3m spend from 19 March, including sponsorship of ITV's Soapstar Superchefs, and further sponsorship of Saturday Cooks as part of the overall £1.5m McCain cookery show sponsorship.
The range has listings with major supermarkets from February, according to McCain, and each 400g variant will be priced at £1.89.
McCain Foods hopes to inject some life into the frozen food aisles by bringing out the luxury Potato Gourmet range of five ready-to-bake dishes.
The range, designed to offer the perfect accompaniment for a meal for two, includes: mature Cheddar cheese & wholegrain mustard gratin; baby potatoes with sundried tomatoes & garlic; crunchy potato crumble with four cheeses; diced potatoes with leek, onions & parmesan; and diced potatoes with cherry tomatoes and mixed peppers.
A spokesman said: "Potato Gourmet offers a high-quality solution for people looking for inspirational accompaniments and simple indulgence."
The range is an extension of McCain's It's All Good campaign launched last year. Mirroring this campaign, the new range presents "real, simple food made from natural, honest ingredients". The move into luxury potato meal accompaniments follows a year of increased health-focused activity by McCain, which also worked to convince consumers of the benefits of buying frozen.
Last November the company brought out Rustic Oven Chips, which it claimed was the first oven chip product to score green across the board under the Food Standards Agency's traffic-light labelling system. The producer runs traffic lights on its front-of-pack labelling in addition
to GDAs.
In September it announced a £15m investment, through TV and cinema advertising, to flag up the health and provenance credentials of its chips.
The Potato Gourmet launch will be supported by a £1.3m spend from 19 March, including sponsorship of ITV's Soapstar Superchefs, and further sponsorship of Saturday Cooks as part of the overall £1.5m McCain cookery show sponsorship.
The range has listings with major supermarkets from February, according to McCain, and each 400g variant will be priced at £1.89.
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