TITLE

'It's all good' brings McCain back from the brink

AUTHOR(S)
Tylee, John
PUB. DATE
January 2011
SOURCE
Campaign;1/21/2011, Issue 3, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on how McCain Foods UK, a British chip manufacturer, survives the impact of the obesity debate on its business. McCain Foods UK's core brand, Oven Chips, becomes controversial when the public questions the fat content of the chips. To deal with the issue, the manufacturer reinforces its message about the quality of its products. In addition, the manufacturer creates a partnership with UK Athletics.
ACCESSION #
58512298

 

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