McCain has busy, adventurous consumers in its sights for the launch of Rosti, a traditional Swiss dish made entirely from potatoes. It also hopes the newcomer, which will be backed by ads and sampling activity, will attract newcomers to the frozen potato category. The company sees Rosti's versatility as its greatest selling point and predicts that it will be a £10m brand within 12 months. "Our research identified potential for growth in the adult sector," said senior brand manager Joyce Jesson. A one million pack supermarket sampling campaign begins on September 18. A roadshow fronted by Brummie TV chef Rustie Lee will visit 15 cities in October with cookery demos and hot samples. Ads will appear in supermarket magazines in the autumn, and TV ads are planned for February 2002. Rsp: £1.49, six pack. {{MARKETING - P&P }}

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