McCain Foods is launching a "premium" addition to its product line in the UK with the introduction of Simply Gorgeous Chunky Chips and Roasting Potatoes.

Presented in a "sleek" silver foil bag, McCain Simply Gorgeous Chips and Roasting Potatoes are made with "natural and premium" ingredients to provide consumers with a more "indulgent" chip, the company said today (5 August).

Marketing director Simon Eyles, said: "Brits love their chips and we wanted to create a really indulgent chip for those special occasions when you really want to treat yourself."

Simply Gorgeous will be supported by a marketing spend of GBP3m (US$5.86m), to include press, online and ambient media.

"The average chip buyer upgrades on special occasions, so this chip really is a once-a-week, staying in with your boyfriend, treat yourself-style of chip," a spokesperson for McCain told just-food. "Particularly with the credit crunch and people not being able to afford to eat out, these chips are designed to taste like they are from a pub or a restaurant."

McCain Simply Gorgeous Chunky Chips and Roasting Potatoes will be available in supermarkets from September 2008 for an RSP of GBP2.29 for 550g.