mccain quick

McCain has changed the name of its microwaveable chips from ‘micro’ to ‘quick’ as part of a wider packaging overhaul.

Launched into freezers 30 years ago, the former McCain Micro Chips range is being rolled out under its new Quick Chips name from this week in packs featuring a more “modern, natural and premium” design.

The revamp formed part of a strategy to move the brand focus away from the microwave and towards “quick-cooking quality product”, said marketing director Mark Hodge, adding it would tap demand for short cooking times.

McCain Micro was up 5.6% to £21.6m in a frozen potato category down 4.2% [Nielsen 52 w/e 10 October 2015].