McCain launches waffles

McCain launches waffles

McCain Food has said it is preparing to launch McCain Waffles as part of a drive to deliver brand growth. 

"The new product launch ensures McCain Foods can offer mums, its core consumer, a range of nutritious and great tasting potato products that all children can enjoy, whatever their age," McCain said.

McCain brand head Mark Hodge said the move would capitalise on a demand for potato waffles that is already present in the UK market. "For years consumers have believed that a McCain Waffle already exists, frequently talking about it in consumer research. Given an established consumer demand exists for waffles it is vital that McCain, as the market leading producer of potato."

The launch coincides with McCain's GBP35m (US$56.5m) "Happy Days" marketing programme, which consists of a year-long run of marketing activity that the company said is meant to drive category growth by "transforming" the McCain brand.

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McCain Foods Enters Potato Waffle Market

McCain Foods is set to launch new McCain Waffles as part of its £35m drive to deliver brand and category growth, by appealing to a broader age range of children who may have outgrown its popular McCain Smiles product. McCain Waffles are simply prepared from 100% quality real potato into a chunky waffle shape, and lightly finished with sunflower oil to deliver a satisfying crispy outside and fluffy potato inside.

The new product launch ensures McCain Foods can offer mums, its core consumer, a range of nutritious and great tasting potato products that all children can enjoy, whatever their age.

Research suggests that McCain Waffles will be eaten with a wide range of favourite foods, such as fish fingers and beans and sausages and peas, and even as a centre of plate topped with beans and Mark Hodge, McCain Foods Head of Brand, said: "For years consumers have believed that a McCain Waffle already exists, frequently talking about it in consumer research. Given an established consumer demand exists for waffles it is vital that McCain, as the market leading producer of potato products, meets that demand. Consumers expect a McCain Waffle so we have utilised all of our potato expertise to ensure they are the very best available and we're confident they are going to be

The launch of McCain Waffles follows the introduction of a new Happy Days marketing platform for McCain Foods, which is set to reach 99% of mums* and will celebrate the enjoyment of eating McCain Potato Products. The £35m year-long programme of activity is McCain Foods biggest ever marketing campaign and part of a major drive to grow the frozen potato category by transforming the McCain brand. During the next 12 months the new Happy Days campaign will focus on 4 key category growth areas - Easier Family Meals, Conversion from Homemade Potato, Nutritious Kids Meals and Sharing at Home.

McCain Waffles will sit within the children's range, alongside McCain Smiles and McCain Jacket Smiles, and will be available in packs of 8 for around £1.20 from September.

Original source: McCain Foods