BOISE, Idaho, March 7, 2013 /PRNewswire/ -- All-American food staples such as hamburgers, shakes and french fries have been tempting consumer palates for generations. In fact, the average American eats roughly 29 pounds of french fries per year, according to the U.S. Department of Agriculture. J.R. Simplot Company – the company recognized for creating the frozen french fry market more than 50 years ago for the foodservice industry – has once again redefined the french fry experience with today's launch of CravOn™, its first "never fried" frozen french fry geared to the retail market.

Get Your Crave On
Simplot developed a revolutionary process that eliminates the industry standard of flash-frying prior to freezing and packaging. The fries are partially-cooked in a blanching process, and then tossed with olive oil and sea salt before being frozen.  The result is a better-for-you french fry made with five natural ingredients, 50 percent less fat than regular fries, and a delicious, crispy texture that preserves the real potato taste consumers crave.

CravOn features two popular varieties: Ripple Cut Fries and Steak Cut Fries; and two unique varieties: Diamond Cut and Anytime Diced Fries. The suggested retail price is $4.59 for a 2 lb. bag, though prices may vary by location.  

"We have redefined how potatoes are delivered to the kitchen table," said Gary Laney, director of sales and marketing for CravOn.  "CravOn fries capture the innovative spirit on which Simplot was founded. We believe that the fresh, natural potato taste and reduced fat of each CravOn product will be well received by generations of potato consumers who yearn for a more natural, tastier experience."

CravOn will initially be available in more than 500 retail stores throughout greater Los Angeles. Under the philosophy that 'tasting is believing' when it comes to new food products, CravOn will host more than 300 tasting events in greater Los Angeles this spring and summer in partnership with Daniel Shemtob's The Lime Truck, season two winner of the Food Network's 'The Great Food Truck Race.'  The events will help educate local french fry lovers about a brand new offering in the frozen foods aisle.

Filling the Gap
It has been roughly six years since the last mainstream product introduction for the frozen retail potato market.  Simplot's CravOn fries may be the answer to filling this gap.

"CravOn represents Simplot's return to a retail potato brand for the first time since the mid-1990s," said Laney.  "Potatoes are nutritionally beneficial, especially in their natural state and CravOn further enhances that goodness with the same great taste and half the fat of regular fries available in supermarkets today."

To learn more about CravOn, visit www.CravOn.com, or connect via social media on Twitter or Facebook.

About CravOn™ Fries
CravOn™ french Fries are a line of "never fried" frozen french fries which are pre-cooked without the need for flash frying which means they have 50% less fat than regular fries. CravOn™ fries are made by the J.R. Simplot Company, the same company that pioneered dehydrated potatoes and first introduced frozen french fries in 1953. For more information:  http://www.cravon.com.

About Simplot
The J.R. Simplot Company, a privately held agribusiness firm headquartered in Boise, Idaho, has an integrated portfolio that includes phosphate mining, fertilizer manufacturing, farming, ranching, cattle production, food processing, retail food brands, and other enterprises related to agriculture. Simplot's major operations are located in the U.S., Canada, Mexico, Australia, New Zealand and China, with products marketed in more than 40 countries worldwide. The company's mission statement is Bringing Earth's Resources to Life. For more information: http://www.simplot.com.

Note: CravOn^TM Fries, 2g of fat per 3 oz serving.  Regular Fries, 4g of fat per 3 oz serving based on USDA National Nutrient Database for Standard Reference, Release 25, data for 11402, Potatoes, french fried, all types, salt added in processing, frozen, unprepared.

Customer Contact: 1-800-572-7783

SOURCE Simplot