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 fast to create steakhouse-quality, oven-baked wedge fries.
Known within the produce industry as “fingerlings,” MountainKing says it has reinvented this specialty potato with a new name and new packaging to attract younger, more health-conscious consumers looking to recreate 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 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, according to MountainKing.
Each 1.5-lb. bag of MountainKing Steakhouse Roasters offers 8-10 servings.
Some 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 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.
