McCain Foods challenges Canadians to start asking "What's in Dinner?"

Company commits to produce frozen convenience products made with ingredients found at home

FLORENCEVILLE-BRISTOL, NB, Jan. 13 /CNW/ - McCain Foods ( Canada ) today unveiled a journey that will see the company change its frozen food products to be made from simple ingredients like people would use if they made them from scratch. With the McCain It's all good(TM) commitment, McCain products will be great tasting, made with simple ingredients and be nutritionally sound. This commitment is a first in the frozen food category.

"Instead of asking 'what's for dinner?' Canadians are starting to wonder 'what's in dinner?'," says Fred Schaeffer , President and CEO of McCain Foods ( Canada ). "We've heard them and are changing the way we make our products to meet their needs. Now when someone turns over a McCain Pizza box they will see simple ingredients that they recognize from their kitchen."

Recent research, conducted by TNS Canadian Facts*, shows that over 80 per cent of Canadians try to avoid foods that have excessive ingredients that look more like chemical names than real food. In fact, close to 90 per cent of Canadians would be more likely to purchase frozen convenience foods if they were made with "real ingredients". Eighty-six per cent of Canadians want food companies to be more transparent about the ingredients in their food products.

"It's really quite simple. We're taking simple ingredients, producing a great tasting product and delivering it to the consumer. That's it," adds Schaeffer. "When you read a McCain label the ingredients will be simple and easy to understand. And if we have to use an unfamiliar ingredient, we will explain what it is and why we use it."

The first McCain products to be launched under the McCain It's all good(TM) banner are McCain frozen pizza, pizza pockets and potato products. The recipes for more than 70 products have been changed. Highlights include:

    
    -   Shorter and more recognizable ingredients
    -   Same great taste using simple ingredients
    -   Pizza with reduced sodium and pepperoni made with simple ingredients
    -   Baked Pizza Pockets(R) featuring real cheese and flax seed in the
        crusts
    -   Superfries(R) containing sea salt instead of regular salt
    

Today's announcement is the first step for the company. McCain is involving employees and suppliers in an intensive examination of their production capabilities to deliver on the McCain It's all good(TM) commitment. The McCain Culinary team is working tirelessly to develop each recipe to ensure the taste is as good as or better than ever.

"We are committed to an intensive journey that involves all aspects of our organization. We know this isn't going to be easy," adds Schaeffer. "Not all McCain products are there yet. We understand that. We are challenging our employees, partners and others in the field to help us as we fulfill our commitment with each of our products. We're proud of what we've accomplished to date. We believe the effort is worth it."

Information on the McCain It's all good(TM) commitment, including product and ingredient specific details, is available at www.mccain.ca.

McCain Foods ( Canada ) is the Canadian division of McCain Foods Limited, the world's largest processor of French fries and potato specialties. The company has 12 production facilities and 3,000 employees across Canada .

*An online TNS Canadian Facts omnibus survey commissioned by McCain Foods ( Canada ) polled 1,294 Canadians in late November 2009 .

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For further information: Marnie Ivanich, Laurie Weir, Veritas Communications, [phone], [phone], cell: [phone], [email protected], [email protected]