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.
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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.
