To cater to the growing demand of the frozen snack market, McCain Foods India Pvt Ltd, the Indian subsidiary of McCain Foods, Canada, will invest another $69 million at its potato processing plant in Mehsana. Vikas Mittal, managing director, McCain Foods India Pvt Ltd, made the announcement at the Vibrant Gujarat Summit 2013 in Gandhinagar, Gujarat. The investments will roll in from October 2013.
The company is working with about 1,200 contract farmers over 4,000 acres in Gujarat to cultivate processed quality potatoes in Gujarat. To meet the enhanced plant capacity, McCain Foods will be working with contracted farmers to double the acreage under potato cultivation, thereby enhancing employment opportunities in the area.
Mittal said, “The McCain brand is driving growth of frozen snacks in India and this growth is resulting in the need for capacity addition. The Indian frozen snack market is on the rise as the combination of taste and convenience is rapidly increasing the retail market. We expect the pace of growth to continue and, hence, even more investment is expected in the short to medium term.”
“For a variety of reasons, including agro-climatic conditions, a strong base of skilled farmers and infrastructure, Gujarat will continue to be our preferred destination. We look forward to the continued support of the Gujarat government in enabling us to meet our ambitions in the state,” he added.
Growing demand
Frozen snacks are now witnessing strong demand from Indian consumers. Indian consumers have gone through a dramatic transformation in the past few years by moving from traditional spending on food and groceries to lifestyle and convenience food products.
McCain’s range of products, including world favourites like McCain French Fries, McCain Smiles and local delights such as McCain Aloo Tikki, Idli Sambar Combo and real cheese appetizers like McCain Cheese & Jalapeno Nuggets and Potato Cheese Shotz, have become popular in a short span of time.
McCain Foods leads the fast emerging market in India for frozen French fries and potato specialties. The company markets French fries and potato products to both institutional customers and the retail market.
