McCain is kicking off the next phase of its mission to position frozen potato products as healthier, convenient and potentially premium with new roast potatoes, chips and flavoured accompaniments for the autumn. It is taking chips upmarket with a gastro pub-inspired Beer Battered Ridge Cut chips, adding roasts to its Rustic range, giving a Mediterranean kick to the ready-to-bake Potato Gourmet collection in the form of Spicy Potato Bravas and launching a series of seasonal limited edition Potato Winners. The Beer Battered chips, positioned as an ideal accompaniment to simple meals, and the Spicy Potato Bravas offer points of difference to the frozen meal accompaniments sector and are priced at about £1.49 and £1.89 per 400g respectively. The chips are already in Asda but are rolling out to the rest of the trade from October, backed by in-store activity. The Rustic Roasts - roast potato with the skin on - play up the sector's health credentials. Joining the Rustic Chips launched earlier this year, they get four green traffic lights from the FSA and McCain claims they are "the most nutritious roast potatoes to hit the frozen food aisle". The Potato Winners seasonal limited editions is kicking off with Winter Herb Wedges coated in thyme, parsley and rosemary and positioned as an accompaniment for hearty winter dishes. The series will continue next year, with lighter lines joining the range for summer. Fiery Chilli Wedges, aimed at independents, also joins the range, while Cajun Curly Fries has been reformulated as Curly Fries with a less smoky flavour. McCain has assigned £2m to promote the Potato Winners collection, with online and TV advertising and in-store activity due to commence in October. Posters will echo the brand's ongoing 'It's all good' theme, showing the stages from harvest to baking. Simon Eyles, director of communications, said potato products were driving growth in frozen food. "We have to continue to innovate and provide relevant products to keep consumers coming back."

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