...nutritional needs are also looking for health benefits, Bawa pointed out. Pressure is coming from our aging population and expectant and new mothers who want to improve or maintain their family's health standards.

Calla Farn, director of corporate affairs, government and public relations for McCain Foods (Canada), believes that consumers continue to be focused on health and wellness. "They are also looking for value," she told Quick Frozen Foods International. "And because lifestyles are busier than ever, there is increasing demand for convenience."

As Canadians are getting older, they are also looking for healthier dining options, she added. Frozen food processors are working to fulfill that growing public desire for food that is healthier--yet still tasty--by cutting out trans fats, offering options with low sodium and hitching their wagons to Canada's new Food Guide to Healthy Eating.

"We are focusing our innovation efforts on Better-For-You foods that offer great taste, convenience and good value," Farn said. We have already eliminated trans fat from all McCain branded french fries and most of our other potato products as well. This year, all of our potato products will be trans fat-free. We also offer low-sodium fries and are looking at ways to reduce sodiumlevels in many of our other products. All of these actions appeal to health-conscious consumers."

[ILLUSTRATION OMITTED]

McCain Foods Canada...

NOTE: All illustrations and photos have been removed from this article.




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