McCain has given its entire frozen potato range a new brand identity. The new-look packaging now incorporates the original McCain logo into the scene of the British landscape, showing the sun breaking over a new day. The range is also segmenting into different consumer needs including traditional, healthy, fast food at home, and perfect for sharing. As part of the restructuring of the range, Home Fries chunky chips have been renamed Home Chips to bring the product more in line with consumer expectations. A flash on packet will inform consumers of the product’s name change.

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