McCain Foods, the Canada-based frozen food group, has unveiled a “major re-branding and positioning strategy” in its domestic market as it seeks to revitalise stagnant retail sales.

The company has revamped its packaging – including a new logo – and is launching more products as part of a bid to “convince people to eat more frozen potatoes”.

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McCain has launched lattice-cut potatoes, wedges and onion rings into Canadian retail stores, where its sales were flat last year. It also plans to build on growing foodservice sales with the roll out of more products into that channel.

“Last year we saw growth in our foodservice business while retail sales were flat. We remain a market leader in both,” a spokesperson for McCain said. “Our new logo, packaging, website, products, and integrated ad campaign are designed to drive growth in not just frozen potatoes, but the entire frozen food category in Canada. We are bringing new consumers into the frozen food category by warming up the frozen food aisle and changing the way we communicate with consumers.”