McCain Foods has taken steps to “shake up” the frozen potato category in the UK with the launch of a new product.
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Sweet potato with rosemary and garlic is seen as new territory for McCain which they describe as a venture into the “frozen vegetable” sector.
“This is a good stepping stone for us,” said a spokesperson for McCain. “We wanted to take that one step further towards launching other vegetable products in the future. A lot of people have a misconception about the sweet potato and this is our way of shaking up the potato market with the use of this particular vegetable.”
The new product, to be sold exclusively in Sainsbury’s from 17 February, was developed out of consumer research, which McCain said found “boredom amongst consumers in the frozen vegetable sector”.
On extending their step into the frozen vegetable sector, the spokesperson added: “We will see how successful the new sweet potato launch is before deciding on any further vegetable product launches.
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By GlobalData
