McCain Foods is aiming to convert 73 million of the jacket potatoes eaten in the UK to frozen spuds in the next 12 months.

Its frozen Ready Baked Jackets - launched in January 2012 - achieved almost 16% household penetration in their first year and McCain believes there is a “huge” opportunity for the £21m range to grow further [IRI 12 m/e August 2013].

It wants to convert 5% of the 1.46 billion jacket spuds eaten annually to frozen and is backing its bid with an £8.4m push - part of a £35m brand-wide spend announced last month.

It will run in two bursts - October to December and February to April - and will include TV, press and posters plus promos in major retailers.