McCain is set to launch its “next Micro Chips” in January 2012 with a four-pack of microwaveable jacket potatoes called Jackets, in a £6 million campaign. McCain Foods’ regional CEO Nick Vermont told visitors to the East Midlands Potato Day in Spalding that the new product, which has been in development for three years, was to hit retailers’ shelves in 2012. “The main problem with microwaving jacket potatoes is that the skin becomes bland, limp and lifeless,” he said. “We have developed microwave technology that delivers an aromatic and tasty jacket potato in five minutes.”
