McCain is pitching new hot crisps product Vibes directly at adults in a bid to grab itself a bigger share of the burgeoning social snacking market.
Made from thin slices of potato with the skin left on, the newcomers are ridged, with a crinkle cut finish aimed at crunchiness and texture and a hot, spicy coating. They take 12 to 14 minutes to cook from frozen in the oven and are priced at £1.69 for 500g.
Due to hit freezers next week, Vibes will be backed by a multi-million pound marketing package including new national TV, hot sampling, instore promotions, links with entertainment distributors and a press ad campaign. "A premium hot snacking product is a real move forward for the whole potato speciality sector as well as McCain," said product manager Joyce Jesson.
In the past five years, McCain has introduced innovations such as Wedges and Rosti and increased its market share of frozen potato products tenfold to 25%.