New look for UK’s number 1 chip brand

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McCAIN Foods has rebranded one of its most famous national products.

The worldwide compan, which has its head office in Eastfield, is unveiling a new brand identity and ranging structure across its entire frozen potato range.

The new identity for the brand incorporates the original McCain logo into a rural British landscape as the sun is breaking over a new day.

As part of the restructure Home Fries, which is the number one selling frozen chip in retail, has been renamed Home Chips, which the company says will bring the product in line with consumer expectations.

Mark Hodge, head of Brand for McCain Foods, said: “The new visual identity unifies the whole McCain potato products range and helps to reinforce and build on the success of the McCain ‘It’s all good’ brand ethos of using good, wholesome ingredients.

“In addition, the ranging restructure also means consumers will now find it much easier to differentiate between products.”

The new pack designs, including the new Home Chips product, will be rolled out in supermarkets this month.