J.R. Simplot Co. has re-entered the retail french fry market with a line of frozen products intended to capitalize on the health food craze.
Simplot is now selling its CravOn brand of never-fried frozen spud products in Southern California, with plans to expand if consumers accept it.
Idaho growers and potato industry leaders say the addition of a new player and a creative, new product are both good news for a frozen retail potato category that's seen steady declines lately.
CravOn fries-which come in steak, diamond, crinkle and diced cuts-are cut, blanched, frozen and then tossed in olive oil and sea salt. Gary Laney, director of sales and marketing for CravOn brands, said they have half the fat of fries that are partially fried in processing.
"You don't taste the oil. Instead you taste potato," Laney said. "There's just enough oil on the outside to give it some crisping."
SOURCE: John O'Connell, Capital Press
http://www.capitalpress.com/newsletter/JO-CravOn-032713