Lamb Weston Puts Crunch at the Centre With Really Crunchy Fries for UK Foodservice

Lamb Weston is putting the focus on texture and sensory appeal with Really Crunchy Fries, a new generation of coated fries developed exclusively for the out-of-home channel and designed to deliver a long-lasting crunch. Originally created in response to growing demand for distinctive sensory dining experiences, Really Crunchy Fries combine an indulgent eating experience with the simplicity, reliability and efficiency required across different foodservice kitchen environments.

Alecia Brown, Marketing Manager UK & Ireland at 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."

Texture and Sound Add to the Fry Experience

The appeal of Really Crunchy Fries extends beyond taste. Recent sensory research highlights the role 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 taste perception and the overall pleasantness of food. Research published in Food Quality and Preference in 2025 found that environmental sounds can influence taste perception and liking, with researchers suggesting that the effect on liking may be linked to sensory-emotional stimulation.

Lamb Weston Really Crunchy Fries feature a distinctive rough outer texture and 9% visible coating designed to deliver long-lasting crunch

For foodservice operators, this highlights an opportunity to make texture and sound part of the dining experience. With a 9% visible coating, Really Crunchy Fries provide added crunch, while their longer hold time is designed to support loaded fry dishes and other foodservice applications.

Lamb Weston combined more than a decade of consumer and foodservice sales data with feedback from chefs and guests to identify key attributes when choosing a high-quality frozen fry, including real potato taste, high levels of crispiness and long-lasting crunchiness. Really Crunchy Fries feature a distinctive rough outer texture intended to provide an indulgent, artisanal-style experience while retaining the operational benefits required by foodservice operators.

Alecia Brown:

"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."

Lamb Weston Takes Really Crunchy Fries to Foodservice Operators

Lamb Weston is supporting Really Crunchy Fries with a programme of activities aimed at chefs, operators and foodservice decision-makers. Following an appearance at the Beef Stock event with customer Beefy Boys, Lamb Weston will continue its campaign at the StrEAT Food Awards in September, where the company is an event sponsor and will offer Really Crunchy Fries for sampling to attending foodservice professionals.

Later in the autumn, Lamb Weston will partner with Great British Chefs on a series of reels, stills and recipes created by chef Robin Gill. The collaboration will feature three loaded dishes: Greek Salad Fries, Kimchi Disco Fries and 'Nduja Vodka Fries, demonstrating the use of Really Crunchy Fries as a crunchy base for premium loaded fry dishes.

Really Crunchy Fries are available through mainstream foodservice wholesalers, with promotions on the range planned by a number of wholesalers during the campaign period.

Really Crunchy Fries topped with melted cheese, highlighting the range’s suitability for premium loaded fry dishes