McCain’s ‘ReGen’ chips signal push for regenerative sourcing

Frozen potato manufacturer McCain has announced the launch of its new ReGen Naked Oven Chips range, marking a distinct commercial step in its ongoing campaign to transition British potato farming toward sustainable agriculture.

The launch of the ReGen SKU in the UK is part of McCain’s efforts to advance regenerative agriculture practices. This initiative is tied directly to the company’s long-term supply chain strategy, in which McCain is committed to help its farmers implement regenerative agriculture practices across 100% of the acreage used to grow McCain potatoes by 2030.

By introducing a dedicated “ReGen” product to supermarket shelves, the manufacturer is testing consumer appetite for sustainably grown crops while providing a visible platform for the ecological efforts of its supplying growers.

The driving force behind the launch is the need to safeguard the long-term viability of the British potato crop against escalating environmental challenges, including soil degradation and volatile weather patterns.

Rather than relying on conventional farming methods that can deplete soil health over time, the potatoes for the new range are grown using practices designed to restore soil biology, improve water retention, and foster biodiversity.

According to McCain, each crispy golden chip of McCain’s Regen Naked Oven Chips is made exclusively from potatoes grown by British farmers implementing McCain’s regenerative agriculture practices, which means they not only taste good – they also aim to help secure the quality and quantity of crops used to grow McCain potatoes into the future.

Laura Koscik, marketing director at McCain, emphasised how the new consumer product connects directly to these farm-level changes: “McCain ReGen Naked Oven Chips have the golden crunch and fluffy middle. This limited-edition launch marks another milestone on our regenerative agriculture journey. We’re supporting our farmers as they implement these practices, so that we can continue growing potatoes for chips for years to come.”

To bridge the gap between the farm and the consumer, McCain is utilising on-pack communication to educate shoppers. Consumers can learn more about McCain’s regenerative agriculture practices by scanning the QR code on-pack, allowing them to trace the environmental benefits of the potatoes they are purchasing.

The limited-edition range has launched with a staggered retail strategy, securing an exclusive partnership with one of the UK’s largest grocery retailers before a wider summer release. The McCain ReGen Naked Oven Chips range is now available exclusively at Tesco until September and features three distinct pack formats to cater to different household sizes:

• Naked Straight Cut (900g): £2.00 RRP
• Naked Crinkle Cut (1.7kg): £3.70 RR
• Naked Straight Cut (2.25kg): £4.50 RRP