McCain has added an extra line to its frozen potato portfolio with the launch of a new roast potato variant. 

The new roast potatoes are made with 100% British potatoes that are peeled, cut into generous chunks, par-boiled and then basted in beef dripping - all consumers have to do is put them on a baking tray and cook them for 40 minutes.

They are available in 800g packs with an rrp of £1.99, and larger 1.4kg packs, with an rrp of £2.99.

McCain is supporting the launch of its new roasts with a heavyweight £6m, eight-week marketing campaign featuring TV, OOH, outdoor, print, social media and PR activity.

McCain marketing director, Mark Hodge, said: “At McCain, our success has always been in making convenient, quality versions of what people already eat and love. We did it with chips and jacket potatoes and now we’re revolutionising roast potatoes by creating a brand new product that will attract new consumers to the category.”