McCain launches new Potato Gourmet range

January 2007. McCain Foods today launches its new Potato Gourmet range, an imaginative selection of potato specialities to inspire consumers to try something new in the frozen food aisle. 

Using simple, tasty ingredients Potato Gourmet comprises six carefully prepared & ready to bake potato dishes, making the perfect accompaniment for a meal for two.  The range includes:

• Mature Cheddar & Wholegrain Potato Bake
• Baby Potatoes with Garlic & Sunblushed tomatoes
• Four Cheese Crumble
• Saute Potatoes with Leek & Parmesan
• Saute potatoes with mixed peppers and cherry tomatoes

Positioned as a brand for consumers who love to share good food and try new ideas, McCain Potato Gourmet offers great tasting meal accompaniments with a twist of imagination. The new Potato Gourmet range is an extension of the ‘It’s All Good’ campaign which McCain launched in 2006. The ‘It’s All Good’ promise is now central to the brand’s ethos, and Potato Gourmet shares the offering of real, simple food made from natural honest ingredients

Simon Eyles, director of communications at McCain, commented, “Today’s consumers lead increasingly busy lives where time is sacred and convenience is key. Potato Gourmet offers a high-quality solution for people looking for inspirational meal accompaniments and simple meal time indulgence”

The launch will be supported by a marketing spend of £1.3m including the sole sponsorship of ITV’s Soapstar Superchefs, and further sponsorship of Saturday Cooks as part of McCain’s ITV £1.5m cookery show sponsorship. Other support includes advertising in women’s consumer lifestyle press and online. All media support for Potato Gourmet starts from 19th March.

McCain Potato Gourmet will be stocked in major supermarkets from February 2007 priced approximately £1.89 for 400g.

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