Simplot Foods, a major frozen potato supplier, sought to innovate and drive sales in response to declining French fry consumption. Mattson introduced the concept of “baby potatoes,” inspired by the success of baby carrots, and created protocepts for testing with restaurant operators. The result was the successful launch of Baby Bakers in 2004, a non-fried potato product that became one of Simplot’s most successful launches and pioneered a new category of potatoes.