J.R. Simplot Co., Boise, Idaho, has once again redefined the French fry experience with the launch of CravOn, what is said to be the first “never fried” frozen French fry geared to the retail market.

“We have redefined how potatoes are delivered to the kitchen table,” says Gary Laney, director of sales and marketing. “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.”

Simplot developed a revolutionary process that eliminates the industry standard of flash-frying prior to freezing and packaging. These 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% less fat than regular fries and a crispy texture.

 CravOn fries come in Ripple Cut, Steak Cut, Diamond Cut and Anytime Diced varieties. They boast a suggested retail price of $4.59 for a 2-pound bag.