Frozen potato producer McCain has unveiled its new ReGen Naked Oven Chips collection, representing a significant move in its initiative to promote sustainable practices within British potato agriculture.
The introduction of the ReGen SKU in the UK illustrates McCain’s commitment to enhancing regenerative farming methodologies. This effort aligns with the company’s long-term supply chain goals, which include a pledge to assist its farmers in adopting regenerative practices across all acreage utilized for McCain’s potatoes by 2030.
By launching a specific “ReGen” product line in supermarkets, the company aims to gauge consumer interest in sustainably sourced crops while simultaneously providing a platform for the ecological contributions of its partnered growers.
The primary motivation behind this launch is to ensure the ongoing sustainability of British potato harvests amidst increasing environmental threats, such as soil erosion and unpredictable climate conditions.
In contrast to traditional farming methods that may harm soil health, the new chip range is produced from potatoes cultivated using techniques that restore soil vitality, enhance water retention, and promote biodiversity.
McCain states that “each crispy golden chip of McCain’s ReGen Naked Oven Chips is made exclusively from potatoes grown by British farmers implementing McCain’s regenerative agriculture practices, which means they not only taste good – they also aim to help secure the quality and quantity of crops used to grow McCain potatoes into the future.”
Laura Koscik, marketing director at McCain, highlighted the link between the consumer product and farm-level advancements: “McCain ReGen Naked Oven Chips have the golden crunch and fluffy middle. This limited-edition launch marks another milestone on our regenerative agriculture journey. We’re supporting our farmers as they implement these practices, so that we can continue growing potatoes for chips for years to come.”
To connect consumers with agricultural producers, McCain is employing on-pack messaging for educational purposes. Shoppers can scan a QR code on the packaging, giving them access to insights on McCain’s regenerative farming methods and the environmental advantages associated with the potatoes they choose.
The limited-edition chips have been rolled out with a phased retail approach, beginning with an exclusive partnership with one of the largest grocery chains in the UK, prior to a broader summer release. The McCain ReGen Naked Oven Chips collection is currently available only at Tesco until September and offers three packaging sizes to meet varying household needs:
– Naked Straight Cut (900g): £2.00 RRP
– Naked Crinkle Cut (1.7kg): £3.70 RRP
– Naked Straight Cut (2.25kg): £4.50 RRP