IT’S CRUNCH TIME FOR FRIES!

Lamb Weston is turning up the crunch with its innovative Really Crunchy Fries – a new generation of coated fries that deliver an unbeatable, long-lasting crunch and elevate the dining experience for operators and their guests

Originally created to meet the growing demand for unique sensory dining experiences, Really Crunchy Fries were developed exclusively for the out-of-home channel, bringing a new dimension to one of the nation’s favourite sides.

Operators need products that are simple, reliable and efficient to prepare across different kitchen environments. Really Crunchy Fries answer both needs: giving diners an exciting sensory experience while providing operators with a versatile, dependable fry solution.

Alecia Brown, Marketing Manager UK & Ireland, Lamb Weston; “Expectations on foodservice operators have never been higher. Guests want to be wowed like never before, and every element of a dish needs to deliver a great quality sensory experience that goes beyond just taste. Our industry-leading innovations in frozen fries have created a legacy for world-famous potato solutions in quality, taste and heat-holding capabilities. Now the time is right to elevate the fry experience to a new standard in indulgent, sensory potato enjoyment.”

CRUNCH = texture + sound + sensory stimulation

+ perceived quality

The appeal of Really Crunchy Fries goes beyond taste. Recent sensory research highlights the important role that texture plays in how consumers perceive and enjoy food, while research into multisensory eating shows that sensory cues including texture, sound and aroma can influence both taste perception and the overall pleasantness of food.1

Research published in Food Quality and Preference in 2025 found that environmental sounds can influence taste perception and liking, with the researchers suggesting that the effect on liking may be linked to sensory-emotional stimulation.2

For operators, this underlines the opportunity to make texture and sound part of the dining experience – creating food that doesn’t just taste good but delivers a memorable sensory experience from the very first bite. With a 9% visible coating, Really Crunchy Fries offer added crunch for the diner, and a longer hold time for the operator makes them perfect for loading up and serving dirty.

Lamb Weston has combined more than a decade of consumer and foodservice sales data, alongside feedback from chefs and guests, to identify the attributes that matter most when choosing a high-quality frozen fry - real potato taste, high levels of crispiness and long-lasting crunchiness.

The result is Really Crunchy Fries – with a distinctive, rough outer texture designed to deliver an indulgent, artisanal-style experience while retaining the operational benefits operators need.

Alecia Brown adds; “We set out with a clear vision to create the crunchiest fry we’ve ever made, and with Really Crunchy Fries, we have cracked it. This is an exciting product that is uniquely different in appearance and mouthfeel, offering an unbeatable fry experience for diners and an unbeatable product solution for forward-thinking foodservice operators.”

Putting the Crunch Centre Stage

To bring the range to life, Lamb Weston is putting Really Crunchy Fries at the heart of a programme of activity designed to engage chefs, operators and foodservice decision-makers.

Following a recent appearance at the Beef Stock event with key customer account Beefy Boys, Lamb Weston is continuing its campaign presence at the StrEAT Food Awards in September, where it is an event sponsor and will be sampling Really Crunchy Fries with foodservice professionals attending the event.

Later in the Autumn, Lamb Weston will partner with Great British Chefs to showcase the versatility of Really Crunchy Fries through a series of reels, stills and recipes created by chef Robin Gill. The collaboration will feature three loaded, flavour-led dishes - Greek Salad Fries, Kimchi Disco Fries and ’Nduja Vodka Fries – demonstrating how Really Crunchy Fries can provide the ideal crunchy foundation for creative, premium loaded fry dishes.

With the campaign set to reach chefs, operators and foodservice decision-makers across the coming months, Lamb Weston is challenging the industry to rethink what a fry can deliver.

Really Crunchy Fries are available through mainstream foodservice wholesalers and operators looking to put the crunch back into the core of their menus are encouraged to contact their provider to order, with many wholesalers running promotions on the range during the campaign period.

For more information, contact: https://lambweston.eu/emea

Sources/References:

1 Eremenko et al., The Impact of the Multisensory Integration of Texture, Music, and Smell on the Taste and Pleasantness of Food, Journal of Sensory Studies, 2025.

2 Swahn, Nilsen & Baptista, When the music stops: Crossmodal effects of sounds on taste do not explain changes in liking, Food Quality and Preference, 2025.