McCain launches potato waffles in the United Kingdom

McCain Foods is set to launch new McCain Waffles as part of its £35m drive to deliver brand and category growth, by appealing to a broader age range of children who may have outgrown its McCain Smiles product.

McCain Waffles are prepared from 100% real potato into a chunky waffle shape, and finished with sunflower oil to deliver a crispy outside and fluffy potato inside.


The new product launch aims to ensure McCain Foods can offer mums, its core consumer, a range of potato products that all children can enjoy, whatever their age.

Research suggests that McCain Waffles will be eaten with a wide range of favourite foods, such as fish fingers and beans and sausages and peas, and even as a centre of plate topped with beans and cheese.

Mark Hodge, McCain Foods Head of Brand, said:

“For years consumers have believed that a McCain Waffle already exists, frequently talking about it in consumer research.”

“Given an established consumer demand exists for waffles it is vital that McCain, as the market leading producer of potato products, meets that demand.”

“Consumers expect a McCain Waffle so we have utilised all of our potato expertise to ensure they are the very best available and we’re confident they are going to be a big hit with consumers.”