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CMG Romania
Frozen Food Europe January - February 2010
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represents one of Europe's leading suppliers frozen
potato
products
, with an annual output of around 450,000 tonnes, 25% of which is exported. The company accounts for around half of the German
market
for frozen
potato
products
. Also present at European level is Aviko, which accounts for around 1% of the French
market
, where it has recently exBrand shares (by global brand name) - retail value RSP - % breakdown tended its CrousBrand Company name (GBO) 2008 tilege range with Eastern Europe new low-fat frying Aviko Royal Cosun 17.8 chips. Other noteMcCain McCain Foods Ltd 16.0 worthy brands preFarm Frites Farm Frites Beheer BV 13.4 sent in the French Royal
potato
es Royal Foods AD 1.8 Fritar Fritar SA 1.3
market
include Findus Western Europe (which accounts for McCain McCain Foods Ltd 28.8 a 16% value share) Aunt Bessie Jackson & Son Plc, Wm 4.0 and LambWeston Findus Findus Sverige AB 3.2 Meijer. The latter's Birds Eye Iglo Bird's Eye Frozen Foods 3.0 range was extended Aviko Royal Cosun 2.6 with Mini Jacks, poSource: 2010 Euromonitor International tatoes cooked in their skins in Salt & Parsley and Red The main players The European
market
is largely con- Pepper & Aromatic Herbs flavours. tested by a number of major suppliers, One of Europe's leading suppliers of most of whom are active in more than frozen
potato
products
is McCain one country. Major examples include Foods, which operates 55 production McCain Foods, Agrarfrost and Aviko, sites in 12 countries worldwide. The most of which process significant vo- company has business units in a numlumes of
potato
es every year. However, ber of countries in West Europe, the own-label
products
are also present in largest of which include the UK, the
market
, accounting for around 13% Germany, France, the Netherlands, in the UK, rising to around 50% of the Belgium and Spain. It is also present further east, in Greece and Poland. French
market
by value. The company's UK operation acThe German-based firm Agrarfrost counts for more than 40% of the frozen
potato
products
market
, rising to around 45% within the oven chips category. Annual UK sales of its frozen chips are now worth almost GBP 200 mn. Within the last couple of years, the company's UK unit has been making serious attempts to improve the perceived healthiness of its
potato
products
. During the last six years, the company has reduced salt and saturated fat levels in its
products
by 18% and 70% respectively, whilst it was one of the UK's first food manufacturers to use traffic light labelling on its packaging. McCain UK has also announced athletics sponsorship worth GBP 5 mn, through which it hopes to encourage participation in the sport. One of the company's best-known UK brands is Home Fries, sales of which grew by over GBP 7 mn within the last year. The company also supplies Rustic Oven Chips, which are EU-27 export
market
s in the coming years. Dutch production of ware
potato
es is expected to be stable in the near future so it will most likely maintain its position in international
market
s. Finally, export opportunities will depend on local availability and competitors' presence in the targeted export
market
s.
made from
potato
es cooked in their jackets and contain only 3% fat. The most recent extensions to its UK range in the summer of 2008 have included new Chunky Chips and Roast Potatoes (which are cooked in goose fat) under the Simply Gorgeous brand, whilst it also launched Fiery Chilli Wedges, Beer Battered Ridge Cut Chips and Spicy Potato Bravas during 2007. The McCain Potato Gourmet range of frozen speciality
potato
dishes also appeared recently in the UK, since sales of the brand have reached GBP 5 mn within its first year. Outside the UK,. McCain maintains
market
leadership in France with a volume share of around 25%, rising to nearly 40% in value terms. Its French range has recently been extended with new herb-flavoured frozen
potato
products
, available as either cubes or sautéed slices. As a further example of the company's commitment to improving the healthy nature of its
products
, these new lines contain just 7% fat. McCain France has also added new seasoned varieties to its range of
potato
wedges, examples of which include oriental spices and bacon. Elsewhere, McCain accounts for over a quarter (27%) of the Irish
market
for frozen
potato
products
, and lies in second place within the German
market
. Meanwhile, its Austrian unit has recently extended its range with new Hot Wedges packaged in standup pouches, as well as microwaveable
potato
puree. This is intended either as an accompaniment or a cooking ingredient, and appears in Natural and Sour Cream & Onion flavours. Many of its
products
in the European
market
s have been successfully targeted at the children's sector. One of McCain's growing competitors within the UK
market
is the Aunt Bessie's range, which is manufactured under licence by Heinz and accounts for almost 40% of the frozen
potato
specialities segment. The company's Roast Potatoes lead the UK frozen roast
potato
market
with sales worth almost GBP 35 mn, whilst the range has recently been extended with Extra Crispy Roast Potatoes and Crinkle Cut Chips. The Aunt Bessie's brand also competes in other segments of the UK frozen foods
market
, including both sweet and savoury
products
.
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January/February 2010
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