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As a college student in India, the highlight of many evenings was pooling in money with my hostel mates to buy McCain aloo tikkis or cheesy bites. The excitement of escaping yet another bland hostel meal with something warm, flavourful, and familiar was unmatched. McCain wasn’t just a snack brand – it was comfort food, a lifesaver, and a bonding ritual.
So when I received a media invite to McCain’s showcase at the FHA-Food & Beverage 2025 exhibition in Singapore, it felt like a full-circle moment – from reminiscing about those budget-friendly indulgences to now experiencing the brand’s latest innovations up close.
McCain shined bright at FHA 2025
Held from 8 to 11 April at the Singapore Expo, the event was a grand affair, and McCain Foods’ presence in Hall 7 (Booth 7E1-01) stood out for all the right reasons. As someone who has loved the brand for years, getting to meet the regional chef, watch live cooking demos, and engage in tasting sessions made it an especially meaningful experience.
The big star of the showcase? The launch of McCain SureCrisp Max™ – a product designed to meet the evolving needs of the modern foodservice industry by delivering “unmatched crispiness, extended hold time and consistent quality.” Built on the success of the original SureCrisp range, the new variant pushes the envelope with a distinctive battered coating that offers even more crunch and flavour – perfect for dine-in, takeaway or delivery formats.
“At the core of McCain SureCrisp Max™ is McCain’s proprietary advanced coating technology, delivering a unique battered coating that ensures maximum crispiness for up to 30 minutes,” the press release noted. “This helps foodservice operators deliver a consistently excellent experience by maintaining the ideal crispiness and texture, whether served immediately or enjoyed after delivery.”
According to Pablo Melo, Managing Director, Japan, Korea, South East Asia & Taiwan, McCain Foods, “In today’s competitive foodservice landscape, operators require more than our quality products – they need a trusted partner who can offer consistency, innovation, and value. McCain is dedicated to delivering comprehensive solutions that help our partners thrive.”
The booth experience was immersive and engaging. Visitors were treated to live cooking demonstrations, where regional chefs crafted exciting menu ideas using SureCrisp Max™ across different dining setups. There were also interactive games like “The Crispiest Catch” and “The Great Potato Personality”, which added a fun twist to the event.
One of the highlights for me was the Golden Class Private Lounge, where guests could indulge in a curated tasting session showcasing McCain’s premium product range – and yes, I did find myself mentally time-travelling to my college canteen days, but with a much fancier spread this time around.
Pierre Danet, Regional President, Asia Pacific and South Africa (APACSA), McCain Foods, summed up the company’s vision perfectly: “FHA-Food & Beverage 2025 is essential for us to reaffirm our strong leadership in the food service and QSR sector and show how we continue to evolve alongside our partners. We are grounded in delivering high-quality, performance-driven products and trusted partnerships – values that define who we are and how we help our customers succeed.”
Pierre Danet, Regional President, Asia Pacific and South Africa (APACSA), McCain Foods, summed up the company’s vision perfectly: “FHA-Food & Beverage 2025 is essential for us to reaffirm our strong leadership in the food service and QSR sector and show how we continue to evolve alongside our partners. We are grounded in delivering high-quality, performance-driven products and trusted partnerships – values that define who we are and how we help our customers succeed.”
As someone who’s had a nostalgic love affair with the brand, now seeing their innovation and scale in person, the FHA 2025 experience was more than just a media visit. It was a reminder of how far the brand – and perhaps, I – have come.
For more information on McCain Foods and their products, visit www.mccainfoodsea.com/products.
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