British frozen food firm Fullers Foods has partnered with retail major Marks & Spencer to revamp its potato accompaniments range.
The move is in line with Marks & Spencer's strategy to expand its food range.
A £12.5 contract to this effect has been signed between both the companies.
Under the agreed terms, Fullers Foods will revamp nine frozen potato lines and three chilled accompaniments which is anticipated to leverage an enterprise value of over £250m by 2015.
Additionally, the company will launch four new ranges including triple cooked chips and onion rings in a light crispy beer batter.
Fullers Foods International CEO Jason Fuller said: "With increasing focus on convenience and consumers buying into the benefits of frozen food, this is the perfect time for us to be joining forces with Marks & Spencer and strengthen stability within this market.
"Marks & Spencer is highly complementary to our business and this partnership is in line with the continued work that we have been doing to further regulate and enhance the technical standards and quality of the industry from the farm right through to the plate."
Fullers Foods, along with Marks & Spencer, will review the full supply chain, from sourcing raw materials and management of potato varieties through to optimising production processes, product upgrades and packaging over a period of five years.
Image: Fullers Foods will revamp nine frozen potato lines and three chilled accompaniments. Photo: courtesy of phasinphoto / FreeDigitalPhotos.net.
