Cosun news

05/06/2003

Aviko innovation to boost fries consumption

Fries are delicious. But not everyone can be bothered to get out the deep frying pan. And pre-heating the oven takes too long. Aviko therefore recently introduced crispy microwave fries. By tapping a new consumer group and new consumption opportunities, this quick and easy to prepare innovation should boost Avikos turnover. The problem with fries cooked in a microwave is that they are too soft and thus unappealing to Dutch consumers. Intensive research has finally found the answer in the form of crinkly-cut fries. Thanks to their larger surface area, they turn out crispier and also much drier than Avikos other fries. The secret lies in the packaging. The boxes, each containing a 125-gram portion of fries, have an insert in the bottom with a metallic coating. The insert, known as a suspector, acts like a baking tray, turning the box into a mini oven inside the microwave. The result is crispy fries. Growth impulse The concept will be particularly popular as a snack and with consumers who do not have a deep frying pan, including many young and single-person households. Brand manager Henrieke van Dam expects the new consumers and consumption opportunities created by the frozen microwave fries will produce an immediate and significant increase in Avikos turnover. For one reason or another, 35% of the Dutch population do not buy fries to prepare at home. So there are lots of opportunities. 83% of consumers have a microwave oven. Market research has told us that 70% of them would eat fries as a snack and 30% as part of a meal. In less than four minutes they will be able to serve delicious crispy fries. This is reflected in the products payoff: How easy do you want it?. Good reception Avikos microwave fries have been in Dutch supermarket freezers since mid-April in the flavours natural, curry and Bolognese. The product concept has been well received by our trading partners, says Henrieke van Dam. They are exceedingly enthusiastic that a strong brand like Aviko is investing in microwave fries. It will do so in part by means of an intensive advertising campaign beginning in mid-May. Henrieke: In three TV commercials, two young men with a dry sense of humour show just how quick and easy it is to prepare Avikos microwave fries. They dont need to explain that the fries are tasty and crispy. That goes without saying with Aviko. Steenderen, 6 May 2003 <<< back