The company has created a product that fits one of the biggest trends in Australia’s food industry, which is providing more natural products for consumers.
McCain Rustic Chips offers Thin and Chunky cut choices for consumers. The potato chips are made with natural ingredients and no artificial colours or flavours.
“McCain prides itself on staying ahead of food trends and continuously innovates in the frozen food category. We work hard to understand what our consumers want and deliver to their needs,” said McCain Foods ANZ head of Retail Marketing, Katrina Wilson.
Beyond their growing interest in food and nutrition, Australians are becoming more aware of how products are being made. Consumers are looking for convenient foods with the deliciously natural taste of homemade.
“We expect to draw in new users to the frozen aisle by offering a new, wholesome range of chips, that you don’t have to cook from scratch. We’re also opening up a new occasion for those who may not purchase the category often, providing them with a more permissible way to enjoy chips,” said Wilson.
While the frozen potato category continues to grow, many consumers still avoid the freezer aisle because of the perception that it is full of unhealthy and overly-processed foods. McCain Foods want to change the misconception and old reputation of frozen.
“We’re delighted to introduce this range of chips to the freezer, giving our time-poor consumers a convenient option that tastes as good as homemade,” said marketing manager Allen Hunt.
To support the launch, McCain have partnered with chefs at the popular My Market Kitchen TV show to develop easy recipes and serving suggestions using Rustic Chips.
The McCain Foods Rustic chip range is now available in freezer aisles nationally.