Simplot expands reach of ‘unfried’ fries

By Jenni Spinner

- Last updated on GMT

Related tags French fries Potato

J.R. Simplot's CravOn potato products offer reduced fat content over conventional flash-fried frozen french fries.
J.R. Simplot's CravOn potato products offer reduced fat content over conventional flash-fried frozen french fries.
Potato processor J.R. Simplot has launched CravOn, a line of never-fried frozen french fry edibles, on retail shelves.

CravOn potato products are designed for shoppers craving spuds with better health benefits than oil-fried counterparts. The french fries are partially cooked via a blanching process, then tossed lightly with olive oil and sea salt before then being frozen; the result is fat content reportedly 50% less than conventional frozen french fries.

Additionally, the products seek to appeal to consumers looking to purchase less-processed foods, with only five ingredients listed on the labels.

Expanded reach

After a limited release in southern California earlier this year, the fries now have been launched at Save Mart, Lucky and FoodMaxx retail stores in northern California. According to Simplot representatives, the launch coincides with the 2013 holiday season, when consumers are seeking to balance the overindulgence of celebratory feasts with more healthful edibles.

CravOn brand manager Rob Myers said that since its limited introduction earlier this year, the product line has been attracting interest from consumers, bloggers, nutritionists and others interested in its lightened-up approach to potato treats.

The expansion to northern California is satisfying customer demand for a healthier alternative to today's standard fry that is currently flash-fried before being packaged​,” he said.

Lightened-up approach

According to Myers, Simplot’s CravOn products improve upon the relatively high fat content of conventional french fries by eliminating the industry-standard practice of flash-frying to potato pieces before freezing and packaging them.

CravOn is available in four varieties: the more conventional Ripple Cut Fries and Steak Cut Fries, as well as Diamond Cut and Anytime Diced Fries.

J.R. Simplot, which processes potatoes, meat and other edibles, is credited with first creating the frozen french fry in 1953.

Related topics Processing & Packaging

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