This is according to Canadian frozen food company McCain Foods, which supplies french fries to major fast food chains including McDonalds and KFC around the world.
The company emphasises convenience and providing the right kind of products amid rising competition from Chinese and Indian brands, which are expanding beyond their domestic markets.
“To some extent, convenience is about providing products with the right services,” said Pierre Danet, McCain’s regional president for Asia Pacific and South Africa.
This highlights the fact that convenience does not only come in terms of product format or speed, but also in how well a product supports a business operator’s workflow, branding, and customer satisfaction – crucial differentiators in the face of increasing competition.
Addressing pain points
A major pain point for food service providers and consumers is soggy fries.
Danet explained how the firm responds to shifting demographics and evolving food habits in the region.
“Urbanisation, a growing middle class, and a younger population are changing how people eat.
“There’s more out-of-home consumption and food delivery. But soggy fries are not good, you want them hot and crispy,” said Danet.
He adds that McCain’s proprietary batter in SureCrisp Max fries – the firm’s latest launch – can retain heat and crispiness for up to 30 minutes, provided proper delivery conditions are met.
This innovation supports businesses that rely on delivery, helping them serve a better product and build customer satisfaction.
Portion control is another growing concern, both for health-conscious consumers and foodservice operators seeking to reduce waste.
To address this, McCain launched bite-sized hash browns that can be eaten in two mouthfuls — a more versatile option for chefs.
“This is more for foodservice needs, especially in HoReCa. Sometimes large hash browns are too much, so operators cut them in half. With smaller portions, we’re making it easier for chefs to customise and innovate with flavourful toppings or new recipes,” said Danet.
The toppings and recipes are inspired by McCain chefs who study trending flavours across various regions, where the firm has retail presence as well.
Growth strategy in Asia
While McCain has a stronger retail presence in mature markets like Australia and New Zealand, Danet sees Asia’s growth beginning with the foodservice sector.
He said: “While we’re largely B2B, we do have a retail presence.
“This industry typically develops through QSRs. Brands like McDonald’s or Jollibee expose consumers to fries. As demand grows, restaurants follow suit.
“Eventually consumers would buy frozen fries from retail to cook at home, or have them at restaurants or through delivery services.”
The firm is seeing rapid growth in the Asian frozen food sector, where consumers are swapping rice for fries.
“It’s not just snacking with fries. People are incorporating fries more into their main meals.
“Think of QSRs like McDonald’s, KFC, Burger King, or Jollibee – fries are a standard side now. In the past, people might have chosen rice or other carbs. Now, fries are becoming a default for main meals.
“To meet the increase in demand for fries, we have factories in Asia, including India and China. It’s likely we’ll increase production in Asia for Asia.
“This will help us improve lead times, leading to better productivity and supply chain resilience,” said Danet.
