UK: McCain unveils microwaveable jacket potato

By Sam Webb | 9 January 2012

Ready Baked Jackets are aimed at time-strapped consumers

Ready Baked Jackets are aimed at time-strapped consumers

McCain Foods has launched Ready Baked Jackets, a microwaveable jacket potato that cooks in five minutes, in the UK.

The company said the move is a response to consumer research that revealed consumers are put off jacket potatoes by long cooking times.

Mark Hodge, head of brand at McCain Foods, said: "This is McCain's most significant new product launch in years. McCain Ready Baked Jackets will revolutionise jacket potato eating in the UK and introduce a new way for consumers to purchase their favourite meal in a more convenient format."

Ready Baked Jackets are available in all multiple retailers in packs of two or four. The launch will be supported by a GBP6m (US$9.2m) marketing campaign, the company said.

Sectors: Frozen, NPD & innovation

Companies: McCain Foods

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