With World Cup 2014 football competition set to kick off in Brazil on June 12, Germany’s Team Agrarfrost is well positioned to score big with a number of frozen potato products that will be convenient for fans to prepare and consume at home as they watch the games on TV.
For starters, there’s Knusper Bälle (Crunchy Balls). Distributed in 450-gram retail bags, the offering features spiced potato balls positioned as snacks, appetizers or side dishes. A special on-pack offer at the moment is promoting the chance for purchasers to win popular football club jerseys.
For those who want to nibble on something a bit cheesier, Potato Mozzarella Sticks may do the trick. Sixteen pieces, each pre-baked in sunflower oil, come per 250-gram bag. The suggested retail price is in the range of EUR 1.49.
“Coated with a golden yellow potato crust, the combination of mozzarella cheese and potatoes provides a new and unique taste experience. A budget-friendly alternative to usual finger food with real added value, it is perfect for parties as well as a hearty snack between meals,” Jörg Blanke, marketing manager for the Wildeshausen-based spud specialist, told FrozenFoodsBiz.com.
For consumers looking to super-size their fry snacking experience there are Super Frites, which debuted under a licensing agreement with Warner Bros. Consumer Products around the time of the Man of Steel movie release last year. Promoted as “extra-long, crispy and delicious…low in fat, but full of flavor,” they come in 450-gram bags featuring the likeness of a very familiar superhero on the front of the pack. One can just hear the kids telling mom and dad, while shopping in frozen food aisles of the supermarket: “Look, up on the shelf! It’s Fix Frites. It’s Steak Frites. It’s Super Frites!”
Members of the Agrarfrost team discuss the frozen potato business with FrozenFoodsBiz.com editors at company headquarters in Wildeshausen, Germany. Seen (left to right) are: Lorenz Mestwerdt, export manager; Jörg Blanke, marketing manager; and Kathrin Schacht, international key account manager.
Meanwhile, on the foodservice front in Germany, one notices that some of the popular fast food chains and QSR establishments are increasingly diversifying menus with bundled offerings that do not include french fries. McDonald’s, for example, is offering a baguette and beverage meal option. Its McCafés, which typically are separately stationed within restaurants, feature items ranging from coffee, muffins, cakes and donuts, to juices and fruit smoothies, to ham and cheese on ciabatta bread and other sandwich selections.
When editors of FrozenFoodsBiz recently stopped at McDonald’s outlet off the autobahn in northwest Germany for a quick lunch, they saw nobody placing orders at the McCafé. However, the lines were long for consumers seeking burgers, fries and soft drinks. As it was around noontime, one can imagine that the situation would be quite different in the morning hours.
Needless to say, Agrarfrost, as Germany’s largest producer of frozen potato products and a major supplier to the foodservice sector, is keeping a close eye on menu developments that exclude fries or reduce their availability. At the same time, its focus is being sharpened on opportunities overseas, where fried potato products are being offered more than ever.
“Emerging markets in South America and East Asia continue to be good destinations for our products,” said Lorenz Mestwerdt, export manager. “Demand in Brazil remains good, though it is not as strong as some years ago. Business in Chile is increasing, and so is activity in Colombia and Honduras. Elsewhere, we are very busy in China again.”
Still, most of Agrarfrost’s big volume sales are rung up within the European Union. Which market there, FrozenFoodsBiz asked, is showing the most growth at the moment?
“England,” replied Mestwerdt, without hesitation. “There is rising demand for frozen fries from kebab shops and wholesalers in the UK who cater to that segment. We anticipate that this trend will continue for some time to come.” – JMS
