Simplot launches new frozen french fry

The J.R. Simplot Company has launched CravOn, a new frozen french fry geared for the retail market, in southern California. This represents a return to retail marketing for Simplot.

With CravOn Simplot has eliminated the industry standard of flash-frying prior to freezing and packaging. The fries are partially cooked in a blanching process and then tossed with olive oil and sea salt prior to being frozen. Because the CravOn french fry is not fried the resulting french fry has 50 percent less fat than regular fries.

CravOn represents Simplot’s return to a retail potato brand for the first time since the mid-1990s,” said Gary Laney, Simplot director of sales and marketing for CravOn. “It’s been really exciting to see consumers get excited again about the french fry category in retail. That’s great news for potato farmers and the potato industry.”

“This particular product benefits consumers and we are taking it directly to consumers,” Laney said. “We love french fries at Simplot and we’re always looking at ways to improve taste and texture.”

Initially CravOn will be available in more than 500 retail stores throughout the greater Los Angeles area.

Laney said that the product had been in development for about two years and that Simplot will evaluate potential expansion into other markets based on consumer response in the Los Angeles area.

“The L.A. area is such a health conscious and food aware area, it seems like a great place to see how excited consumers react to the product,” Laney said.

CravOn features four varieties: ripple cut fries, diamond cut fries, anytime diced fries and steak cut fries. The fries are baked at 425° for 20-25 minutes.

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