HOUSTON, TX – Crispy, wedge-cut fries served in America’s finest steakhouses are now making their way to kitchen tables as younger, health-conscious shoppers “move up” from traditional potato varieties and discover a fresher alternative to saturated fat-ridden frozen French Fries.
MountainKing has introduced its new Steakhouse Roasters, a slender, thin skin, tubular-shaped fresh potato variety filled with flavor that doesn’t require peeling and cooks up fast to create steakhouse-quality, oven-baked wedge fries perfect with beef, poultry and fish or for snacking and dipping.
Known within the produce industry as “fingerlings,” MountainKing has re-invented this specialty potato with a new name and new packaging to attract younger, more health-conscious consumers looking to re-create a dish popular in high-end steakhouses. Research shows consumers age 20 – 40 are twice as likely to have the Steakhouse Roasters on hand than any other demographic group.
The introduction follows a successful test launch in Houston, when market sales of 1.5# MountainKing Steakhouse Roasters increased 80.5% in unit pounds and 52.5% in dollar sales, according AC Nielson Fresh Facts. Plus, the product earns the highest average retail price per pound ($2.25) in the potato category and 26% more dollar ring than traditional potato types.
As a result, if one in 20 shoppers “traded up” to the Steakhouse Roasters, total category sales dollars would increase by 14.5%, a MountainKing estimate based on current industry scan data.
The MountainKing Steakhouse Roasters are merchandised in the fresh produce department of most grocery stores and on secondary displays near the meat case. Simple preparation instructions are printed on the bag and require minimal ingredients and time.
Each 1.5 lb. bag of MountainKing Steakhouse Roasters offers 8 – 10 servings.
Some of the more successful grocers have promoted MountainKing’s Steakhouse Roasters at a $2.97 price point sold in modular display boxes, "10 for 10" on front page ads and two for $3 with pre-price stickers attached.
To support the product’s introduction, MountainKing has increased production, added recipes on bags and created cross coupons, display-ready boxes and vibrant, attention-getting point-of-sale materials. MountainKing also conducts in-store samplings and offers programs to educate produce managers on the attributes of the Steakhouse Roasters.
For recipes, cooking demonstration videos and more, go to www.mountainking.com and “like” MountainKing Potatoes on Facebook at www.facebook.com/MountainKing-Potatoes.
Source: MountainKing