For McCain, it really is all good

Product reformulation at frozen food giant led to impressive sales growth

French fries and frozen pizza may not appear to be ideally suited for today’s health-conscious shoppers.

All the more remarkable then that McCain has been able to give fries, pizza and many other products a more healthy halo.

Repositioning the brand started three years ago with a question: “In a time-starved world, how do you feed your family food that is nutritionally balanced that you feel good about?” says McCain’s president, Darryl Rowe.

To find the answer, the company surveyed Canadians about frozen food. The most important finding: Canadians wanted to buy frozen food with ingredients they could easily identify.

That spurred McCain to go through its entire product portfolio and remove chemical ingredients wherever possible.

Today, 90 per cent of McCain products have been reformulated and are now in line with the company's “It’s all good tag line.”

The changeover also caused an immediate spike in sales. Pizza sales grew 10.5 per cent and french fry sales were up eight per cent in 2010.

Read the full story here.

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