mccain roast potatoes

McCain Foods has launched what it claims are the first frozen roast potatoes to rival the taste of homemade.

Rolling into the major retailers out at the end of October backed by a £6m push - and replacing McCain Standard and Special Roasts - they are made with British potatoes are peeled, cut and par-boiled before being basted in beef dripping. They will be sold in 800g and 1.4kg packs (rsp: £1.99 and £2.99).

There was a “huge growth opportunity” in the category, according to McCain marketing director Mark Hodge, as 84% of roasties were currently homemade [Kantar Worldpane 52 w/e 16 August 2015].

“Until now, there hasn’t been a frozen roast potato that could rival mum’s homemade roasts, he said, adding frozen alternative had been “too much of a compromise - dry and uniform in shape”.

McCain’s new product will be going head-to-head with Aunt Bessie’s, which earlier this month expanded its portfolio with ‘Special Recipe’ King Edward roast potatoes basted in duck fat.