Leading Irish potato processor and packer Wilson’s Country has launched a new range of convenience products targeting time-pressed consumers seeking new taste experiences.
The four-product range, launched under the Northern Ireland company’s established‘You Say Potato’ brand, represents a significant diversification into the convenience category.
The new convenience dishes use only Irish potatoes from the company’s network of 25 farmers in Northern Ireland and the Republic of Ireland, and are steam cooked in the Armagh plant before processing and packaging. The range comprises two oven products and two that can be microwaved.
They are: Diced potatoes in a 360g foil tray which can be oven cooked in 15 minutes and available in a garlic and herb flavour; and
Spicy wedges also in a 360g foil tray for cooking in an oven for 15 minutes. The products are steamed before processing.
The microwave products are designed to be cooked in around three and a half minutes and are supplied in 360g pouches. The two microwave pouches are available in garlic and herb and tomato and basil flavours.
The RRP of all four new products - in 360 packs - is £1.89. They have a shelf-life of six days. All four new products are gluten free and ideal for vegans. They are also free from additives.
Based at Craigavon in County Armagh, Wilson's Country provides potato packs to foodservice and major retailers including Tesco, Asda, The Co-Operative and Dunnes Stores.
Lewis Cunningham, managing director of Wilson’s Country, said: “Our objectives are to continue with our strategy of sustainable growth through further development of existing markets and exploiting new opportunities for different products in what is a very challenging business environment.
“Investment in new products, infrastructure and marketing initiatives has continued in 2015 and has led to the launch of the new prepared products we hope will result in further growth particularly in Great Britain. We believe the new range gives us unique products for this and other markets.
“The new range is a response by us to the growing demand for convenience foods including meal accompaniments. What we have done is to use our longstanding expertise in potato processing to create four new dishes - two for consumers still preferring to use their oven and two for those seeking a quicker microwaveable option that doesn’t compromise on taste.
“We’ve developed flavours that should appeal to many consumers. They’ve also used focus groups to provide useful feedback. A steam cooking system has been introduced by us to retain the flavour and texture of the potatoes.”
The new range is the latest development in the company’s drive to boost potato sales in Northern Ireland and also to expand its share of the market in the Republic of Ireland and especially to grow sales in Great Britain and further afield.
Market research by the company has found that the new products are unique in both Great Britain and the Republic of Ireland.
Established in 1987, Wilson’s Country moved into new purpose-built premises in Craigavon in 2005, where it now employs around 80 people.
