Bolthouse Fresh Foods is aiming to revitalise the carrot category with the nationwide rollout of Bolthouse Fresh® Carrot Fries. This value-added product is designed to transition one of the industry's most stable commodities into the high-growth "convenient comfort food" segment. The launch represents a strategic move to capture modern meal occasions while providing retailers with new merchandising opportunities within the value-added vegetable section.
Product Specifications
The new Carrot Fries are available in three distinct flavour profiles:
Classic Sea Salt
Rockin' Ranch
Spicy Chipotle
Each variety is cut from real carrots and pre-seasoned, catering to the increasing consumer demand for "ready-to-cook" solutions. Optimized for air fryers and ovens, the product targets the weeknight meal and appetizer segments, offering a nutrient-dense alternative to traditional potato-based fries.
Driving Category Incremental Sales
As retailers look for ways to expand usage occasions for staples, Bolthouse Fresh Foods is positioning Carrot Fries as a driver for incremental sales. By leveraging the familiarity of the fry format, the company aims to move carrots beyond their traditional role as a raw snack or ingredient and into the center of the plate as a primary side dish.
"Carrots are one of the most versatile vegetables in the produce department, and Carrot Fries offer a new way for shoppers to enjoy them," said Melissa Oliver, SVP of Sales and Marketing at Bolthouse Fresh Foods. Oliver emphasized that the format aligns with contemporary cooking habits, specifically the rise of air frying.
Retail Merchandising and Visibility
To maximize the impact of the launch, Bolthouse Fresh Foods is recommending flexible merchandising strategies. Beyond the traditional carrot set, the company suggests placement within the value-added vegetable section to highlight the product’s convenience.
Retailers are also encouraged to explore cross-merchandising opportunities, pairing the fries with proteins or dips to inspire full-meal solutions. This approach is designed to encourage trial among shoppers seeking quick, vegetable-forward meal components.
Bolthouse Fresh® Carrot Fries are rolling out to retailers nationwide starting this month, marking a significant step in the company’s ongoing focus on category innovation.
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