Value added frozen potato products are in high demand in the United Kingdom. According to the data from Circana, during the 12-month period on ending August 10, 2024, category sales amounted to £1.0 billion, which was up 10.7% compared to the previous year. There was also an increase in product volume of 1% and a rise in unit sales of 2.9% during the same period.
“When it comes to products such as mashed or baby potatoes, fresh is often best,” said Tom Styman-Heighton, development chef at Funnybones Foodservice. “However, for fried favorites like chips, tots and skins, frozen makes much more sense. The quality of these products is locked in, and the cooking process ensures they turn out crispy and delicious.”
He added: “Frozen food is also much more convenient for kitchen teams. Environmentally conscious operators will appreciate the ability to order in bulk to reduce food miles, while having a well-stocked freezer guarantees enough product to meet customer demand. By removing complex expiry logistics, operators can also take advantage of ongoing offers to broaden their profit margin.” a
Sustainability
According to Gijs Muilenburg, chief financial officer of Oudenhoorn, Netherlands-headquartered Farm Frites, events during 2023, which included volatile energy prices and extreme weather conditions, highlighted the urgent need for the world to transition to a future-proof economy.
“We are acutely aware that our choices today have profound effects on the world and determine what we pass on to future generations,” he said. “This makes it our responsibility to ensure that every aspect of our operations, from water and agriculture to energy and packaging, aligns with our vision of growing a better future together. Our customers and partners expect it and our employees are proud of it.
“The journey towards greater sustainability presents complex challenges, especially considering our scale. But that large scale also provides us with an opportunity to make an outsized impact. By working together with all our partners throughout the value chain, we can create stable and sustainable food systems that will feed the world for years to come. That is our commitment, our responsibility, and our promise to future generations.”
The company is well on track to reach its climate change and energy goals for 2025. Despite the challenges presented in 2023, with the diminished quality of the year’s potato harvest, Farm Frites recorded an energy intensity that was just short of its 2025 target of achieving a 5% reduction.
Healthy Impact
As consumers continue to make a conscious effort to choose healthier options, it’s important that the nutritional value of potatoes is highlighted. After all, they contain antioxidants as well as vitamins and minerals, including vitamin C, B6, and potassium, which can help with heart and digestive health.
“Despite potato products typically being perceived as unhealthy, they are still ultimately a vegetable and therefore it is possible for operators to position these menu items to appeal to health-conscious diners,” asserted Styman-Heighton. “This can be achieved by utilizing alternatives to traditional fries. For example, customers looking to move away from spuds but who still crave those earthy carbs may prefer cassava fries. Also known as yuca, cassava is a root vegetable which has a slightly sweet yet nutty taste. When made into fries, it is crispy on the outside, but light and fluffy on the inside. This side goes particularly well with Caribbean-inspired dishes.”
Sweet potatoes are a popular alternative to spuds as they are perceived to be a healthier option. This also taps into the trend for diverse flavor options among consumers.
Farm Frites’ sweet potato fries are extra-long, have a skin-on texture and are encased in a coating that keeps them crispy and warm. They’re also quick to prepare, ready in just one and a half to two minutes. With their natural sweetness, these gluten-free fries complement a wide range of dishes and can even be served as a dessert addition.
Authentic Eats
Consumer demand for artisanal products continues to be strong worldwide, with authentic fries that look homemade and full of flavor ever popular. Hand-cut, skin-on fries are extremely popular, which has led to innovation in this segment.
Farm Frites’ Chef’s Harvest fries, for example, provide a reliable solution for operators that want to offer authentically crafted fries. Made from Agria potatoes grown in fertile clay soil, nourished by natural rainfall and salty sea winds, these typically Dutch conditions result in potatoes packed with flavor.
After harvesting, the highest-quality tubers are carefully selected, washed and then cut into rustic fries. They are then pre-fried in small batches, ensuring the ultimate potato taste, a creamy texture and golden color.
Innovation
Part of what drives the popularity of frozen potato products is that they are significantly more convenient than either ambient tubers that need to be prepared or chilled products that have a much shorter shelf life.
“By avoiding preparation in the home, frozen potato products also reduce food waste, as peelings created in the supply chain are typically used as animal feed,” said Rupert Ashby, chief executive of the British Frozen Food Federation. “A lot of the innovation we’ve seen in this area is focused on giving people higher quality and more restaurant-style dishes at home. For example, the winner of the gold award in the potato category of the Frozen Food Awards this year was the Iceland Luxury The Perfect Double Butter Mash, which amazed the judges by how well it compared to a very good freshly made version.”
Manufacturers are also using innovative coatings to bring experiences associated with dining out into the home. The silver and bronze award winners – Iceland Luxury Southern Fried French Fries and Heron Foods’ The Best Buy Beef Basted Roast Potatoes, respectively – are both examples of this.
“Hasselback potatoes are another variation that are gaining popularity,” said Ashby. “The finely sliced tops of the potatoes create a great crispy skin featuring a soft, fluffy interior with no need for any knife skills.”
McCain’s Baby Hasselbacks, for example, are slowly oven baked to produce a crispy and flavorsome potato addition for meals. They can be oven baked or microwaved from frozen. This product is one of scores offered to consumers through retail channels. Among others are Air Fryer French Fries, Naked Oven Chips, Pulled Pork Street Fries, Roast Potatoes, Wedges, Smiles, Potato Croquettes and Hash Browns.
Meanwhile, frozen potato products specialist Lamb Weston, one of the largest suppliers to foodservice operators around the world along with rival McCain Foods, has debuted its retail brand in the UK and relaunched the label in continental Europe. Moreover, the company has brought the look and feel of its revamped packaging into digital space at a new website: https://www.lambwestonathome.eu
Gearing up promotion of retail Twister Fries, Grilll Fries, Coated Dippers, Waffle Fries, Burger Fries and other retail offerings in Britain are Manchester-based PR agency Brazen and the social media agency SocialChain. Their strategy will reportedly employ a mix of B2B and B2C public relations campaigns as well as social media and influencer content.
As potato products remain a staunch favorite among consumers, innovations in this sector will continue to build on the humble spud’s popularity.
– Reported by Sara Welsh
