McCain new look

McCain introduces a fresh new look

Leading SA frozen food manufacturer, McCain Foods, is looking to drive its growth, as well as that of the frozen food category as a whole, with the introduction of its new-look McCain range.

As the market leader with 64.4% volume share and growing at 2.7%, McCain Foods says it is committed to further investing in its brand. This will ensure its product range, and subsequently the frozen food category, becomes more exciting and easier to navigate for buyers and shoppers alike.

“The new McCain range will provide the brand with a clear product structure, allowing consumers to easily identify the full McCain offering and determine how each product fits into the McCain world. We are bringing our customers more value and choice and taking on the responsibility to rejuvenate the frozen food category,” says Louis Wolthers, MD for McCain Foods South Africa.

There are two phases to the new launch – phase one involves the introduction of the bold new packaging in February. Using vibrant colours and farm fresh visual cues the new modern packaging creates a consistent McCain look and feel.

Impactful images of a farm scene make reference to the origins of frozen vegetables and reinforce the message of ‘picked fresh and quick frozen to lock in the goodness’ that consumers can expect from a quality frozen food manufacturer.

Clear cooking instructions and suggestions highlighted on the front of the pack will help consumers get the best taste result from their frozen purchase.

“With direct, concise on-pack product descriptors, stylised and enticing food imagery and chef’s tips/ serving suggestions to enhance the offering, the revitalised McCain packs bring colourful new life to the frozen food aisle,” says the company.

From March to May extensive countrywide in-store activity will take place at the freezers to assist consumers to navigate through the new range. Phase two will involve the media launch, with an integrated sales and marketing campaign, including TV, radio and print.

The project also includes the introduction of a new 250g range of packs that cater for single-meal buying and preparation.

About McCain

Since 2000, McCain Foods, a global leader in frozen foods, has added some unique flavours to enhance its local recipe in South Africa. The company entered the local market by acquiring a French fry plant in Delmas and two frozen vegetable plants; one is Springs and the other in George in the Eastern Cape. In a decade, the company has become the country’s foremost supplier of frozen chips, vegetables and meals both to the retail and to the rapidly expanding food services industry.

Related reading: