McCain Foods, the global leader in prepared potato products, holding an estimated 27.9% of the global frozen potato market share, has announced the launch of Brew City® Beer Battered Potato Waves. The new product is engineered to meet the growing consumer demand for "sensorial exploration", specifically layered textures and non-traditional shapes, while addressing the ongoing labour and margin pressures facing North American foodservice operators.
The launch arrives as the global frozen potato market is projected to reach $119.1 billion by 2035, with the "potato fried" segment currently commanding 42% of market revenue.
According to McCain’s culinary research, younger demographics, particularly Gen Z and Millennials, are increasingly signalling a preference for potato dishes that offer unique textures and global flavour potential. Data from 2024 shows that while classic fries remain a staple, nearly 20% of "taste seekers" specifically prioritise improved crunch and impactful seasoning in their side dish choices.
"Today's consumers are signalling it's time to go beyond the basics with new flavours, textures, and shapes," said McCain Director of Culinary Chef Mark Slutzky. "As the maker of one in four fries worldwide, McCain prides itself on taking the category to new heights by offering delicious and innovative options."
Operational Efficiency for Restaurateurs
A core value proposition of the Brew City® Potato Waves is its "back-of-house" simplicity. The product is designed to provide a hand-crafted, premium aesthetic without the associated prep time or skill requirements of manual wave-cutting or in-house battering.
Key technical and operational specifications include:
Texture Profile: A light beer batter providing a crispy exterior paired with a soft, fluffy interior.
Prep Convenience: Ready for deep-frying at 350°F for 3.5 to 4 minutes or convection baking for 14 to 16 minutes, requiring zero additional kitchen prep.
Versatility: Positioned as both a stand-alone side dish and a "foundation" for loaded applications, such as poutines or potato nachos.
Margin Impact: Designed as a "premium side" that justifies a higher menu upcharge compared to standard straight-cut fries.
The product has already seen integration into high-volume casual dining environments. Mark McMillin, Chief Culinary Officer at Cooper's Hawk, noted that the Potato Waves allow operators to deliver a "wow-factor experience" while keeping margins in mind.
This feedback aligns with broader 2025 industry trends, where 52% of the frozen potato market is driven by the foodservice sector. Operators are increasingly looking for "menu-ready" innovations that can transition across dayparts, from lunch appetisers to late-night shareable platters.
Supply Chain and Sustainability
The launch of the Brew City® Potato Waves also aligns with McCain’s broader commitment to "Smart and Sustainable Farming." As of early 2026, McCain has reported that 69% of its global acreage is onboarded to its Regenerative Agriculture Framework.
By utilising potatoes sourced from farms transitioning to regenerative practices, McCain is positioning its new product innovations as part of a resilient, future-focused supply chain—a factor increasingly valued by corporate procurement teams and sustainability-conscious diners.
Availability
McCain Brew City® Beer Battered Potato Waves are now available through major foodservice distributors in the United States and Canada. The product is typically packaged in 6/4 lb. cases, catering to the volume needs of casual dining, pubs, and fast-casual establishments.
