The range extension follows last year’s successful launch of McCain Mexican Wedges, which won Product of the Year 2011, and is expected to drive strong growth within the category.
Made using specially selected British potatoes, with the classic British partnership of mature cheddar and red onion, new McCain British Wedges provide a new twist on a firm favourite and will be available in selected stores from 20 February, with wider distribution from mid-March.
The launch is part of the McCain Foods ‘Perfect for sharing’ strategy which is aiming to drive category growth by creating new eating occasions for wedges by building associations with social occasions such as parties, movie nights and barbecues.
Timed to coincide with the Jubilee year and the London 2012 Games, Mark Hodge, McCain Foods Head of Brand, expects strong consumer demand for McCain British Wedges: “Cheese and onion with potato is a timeless combination and one of Britain’s favourite flavours and there seems to be a definite desire for all things British at present. This was confirmed through extensive consumer testing.”
“In addition to great flavour, McCain British Wedges deliver on convenience and I expect the launch, combined with McCain’s ongoing investment in media for Wedges, to drive growth and strengthen the category.”
McCain British Mature Cheddar and Red Onion Wedges joins the popular existing McCain Wedges range which includes Lightly Spiced, Sea Salt and Cracked Black Pepper, and Mexican, and is available at a RRP of £1.85 for a 600g bag.