McCain quick fries

McCain’s Quick Cook fries go into Asda and Sainsbury’s this month

McCain is promising to “revolutionise” the way chips are eaten with a thin-cut French fry it claims oven cooks from frozen in five minutes.

McCain Quick Cook French Fries (rsp: £2.50/750g) are rolling out to Tesco and Morrisons now and will launch into Asda next week and Sainsbury’s on 22 October.

The fries take between five and seven minutes to cook in a standard oven, but just five minutes in a fan-assisted appliance - compared with 14 to 16 minutes for McCain’s French Fries and 20 to 22 for its Home Chips.

They did not have a special coating or ingredients they cooked quickly because of the thinner cut, said McCain.

Their launch followed research that showed one in every six meals eaten in the home from 5pm to 8pm was prepared in less than 10 minutes, it added, claiming the product would “revolutionise the way chips are eaten” in the home.

“The introduction of McCain Quick Cook French Fries ensures consumers can enjoy hot potatoes more regularly,” said head of brand Mark Hodge.

McCain is hoping to further grow the thin-cut chips category, which has risen 18.3% year-on-year to £92.6m [IRI 52 w/e 14 September 2013].

It is also extending its range with its first potato waffle (rsp: £1.20/eight) - a product many shoppers thought it already sold.

“For years consumers have believed that a McCain waffle exists, frequently talking about it in research,” said Hodge. “Consumers expect a McCain waffle, so we’re confident they are going to be a hit.”