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MountainKing rolls out Steakhouse Roasters

Crispy, wedge-cut fries served in America's finest steakhouses are now making their way to kitchen tables as younger, health-conscious shoppers are seeking a fresher alternative to saturated fat-ridden frozen french fries.

MountainKing, based in Houston, has introduced its new Steakhouse Roasters, a slender, thin skin, tubular-shaped fresh potato variety that doesn't require peeling and cooks up fast to create steakhouse-quality, oven-baked wedge fries.

Steakhouse-RoastersMountainKing’s Steakhouse Roasters are fingerling potatoes that have attracted younger, more health-conscious consumers.Known within the produce industry as fingerlings, MountainKing has re-invented this specialty potato with a new name and new packaging to attract younger, more health-conscious consumers looking to re-create a dish popular in high-end steakhouses.

Research shows consumers age 20-40 are twice as likely to have the Steakhouse Roasters on hand than any other demographic group.

The introduction follows a successful test launch in Houston, when market sales of 1.5-pound MountainKing Steakhouse Roasters increased 80.5 percent in unit pounds and 52.5 percent in dollar sales, according AC Nielson Fresh Facts.

Additionally, the product earns the highest average retail price per pound ($2.25) in the potato category and 26 percent more dollar ring than traditional potato types.

As a result, if one in 20 shoppers traded up to the Steakhouse Roasters, total category sales dollars would increase by 14.5 percent, according to a MountainKing estimate based on current industry scan data.

The MountainKing Steakhouse Roasters are merchandised in the fresh produce department of most grocery stores and on secondary displays near the meat case. Simple preparation instructions are printed on the bag and require minimal ingredients and time.

Each 1.5-pound bag of MountainKing Steakhouse Roasters offers eight to 10 servings.

Some of the more successful grocers have promoted MountainKing's Steakhouse Roasters at a $2.97 price point sold in modular display boxes, "10 for 10" on front page ads and two for $3 with pre-price stickers attached.

To support the product's introduction, MountainKing has increased production, added recipes on bags, and created cross coupons, display-ready boxes and vibrant point-of-sale materials. MountainKing also conducts in-store samplings and offers programs to educate produce managers on the attributes of the Steakhouse Roasters.

For recipes, cooking demonstration videos and more, go to and "like" MountainKing Potatoes on Facebook at