FROZEN roast potatoes sales are worth £61.7m according to figures from McCain and it has entered the market in time for the Christmas dining period.
Its new roasts are made with 100% British potatoes that are peeled, cut, par-boiled and then basted in beef dripping. McCain says it aims to go head to head with market leader Aunt Bessie’s.
McCain is supporting the launch of the new roasts with a £6m, eight-week marketing campaign that includes TV advertising as well as social media communications and PR activity designed to encourage trial and convert consumers to pre-prepared roast potatoes.
