In terms of value sales, several categories of frozen food performed well in 2014, according to Euromonitor International. Frozen processed potatoes grew by 5% to reach sales of GBP822m, being a consolidated market with a large number of branded manufacturers operating.
The industry was seriously boosted by a range of these industry stalwarts introducing a number of successful new products. McCain, the leading brand in frozen potatoes, launched a new range of oven baked chips that are able to be cooked in just five minutes.
It also continued to experience success with its “Ready Baked” jacket potato products, which the company has been extremely effective in advertising through television and billboard campaigns; “Ready Baked” grew by 6% in 2014 to achieve sales of GBP24m.
In addition to launching its premium fish and chicken ranges, Bird’s Eye was particularly creative, as it launched Bird’s Eye Mashtags. The products were aimed at children and contained social media related potato shapes. The product achieved strong sales after its launch, with Euromonitor estimating that the brand made GBP5m in its first year alone.
Aunt Bessie’s was also extremely busy, introducing new products to its potato range and consolidating its market share as a result.