McCain is taking action to reinvigorate the frozen ­potato category amid the intensive promotional ­activity that is starting to strip value from the ­category.

The £224m frozen company is repackaging its potato range at the end of this month to give the McCain logo more prominence.

The bolder logo would encourage consumers to buy the McCain name, rather than just the individual product, said Mark Hodge, head of brand for McCain. Packaging will feature a ­rural scene to emphasise McCain's "It's all good" wholesome, natural image.

Hodge claimed the new look would improve struggling brand sales, which are down 3.4% in both value and volume [Kantar Worldpanel 52w/e 23 January 2011].

"McCain's latest results of -3.4% are a result of a clear focus on the quality of volume, fundamental to the future health of the McCain brand and the category, rather than volume at any cost," he said. "Promotions in frozen potatoes have become increasingly less effective to the point where they are now taking value out."

The company has spent nine months researching how best to regenerate brand and category growth, leading to the decision to give McCain a new brand identity and ranging ­structure, he added.

Previously the McCain portfolio of 20 to 30 products has not had a clear structure, admitted Hodge, but from the end of this month all packs will be colour-coded into seven different ranges, like Naturally Healthy or Perfect for Sharing, to make it easier for consumers to navigate the category. The names will not appear on pack.

"When I look at the frozen potato category, there's an opportunity to signpost it much better. So all Wedges will come under our "perfect for sharing" range and come in burgundy-coloured packs, for ­example."

McCain's leading Home Fries sub-brand has also changed its name to Home Chips in an attempt to ­distance itself from an ­image of fried chips.