Lamb Weston/Meijer to release Really Crunchy Fries at Gulfood 2023

Lamb Weston/Meijer to release Really Crunchy Fries at Gulfood 2023

Sold in over 100 countries, Lamb Weston® is a world-leading brand in high-quality potato products. During Gulfood 2023, the company will be unveiling its brand-new product, Really Crunchy Fries.

According to consumer research and sales data conducted over the past decade, diners love the look and taste of coated fries, and prefer ones with visible, rough or uneven outer textures, which they consider are artisanal. Lamb Weston/Meijer combined this insight with data from their chefs and guests that revealed the importance of delivering real potato taste, a high level of crispiness and long-lasting crunchiness, in order to concoct its latest product.

Lamb Weston/Meijer’s EMEA marketing director, Lorenzo Gardelli, said: “We set out to create the crunchiest fry ever made, and with REALLY Crunchy Fries we have cracked it! This is a really new and exciting product that is uniquely different in appearance and mouthfeel, offering an unbeatable experience for diners and an unbeatable product for food service operators”.

The innovative new fries have the added benefit of holding their heat for more than 30 minutes! Setting a new standard in enjoyment, quality, and value in the frozen fries’ category, the fries are created with sustainability front-of-mind: vegan-friendly, one of the lowest CO2 impacts and has a 6 percent lower carbon footprint than comparable skin-off fries.

Developed exclusively for the OOH channel (out of home) this product was created to satisfy customers’ growing demand for unique sensory dining experiences with sustainable quality ingredients; the coated fries promise an unbeatable, long-lasting crunch sensation.

REALLY fries will set a new standard in enjoyment quality, and value in the frozen fries’ category thanks to the benefit of holding their heat for more than 30 minutes. Free from allergens, they are also suitable for healthier cooking methods, including oven preparation.




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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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