Scottish supplier Albert Bartlett has tapped into its rich heritage in launching a new potato brand into Asda.
The Scotty Brand will play on the tradition of the company which used the brand originally when selling beetroot in the 1940s.
The brand officially launched with the stocking of Scottish-grown Kestrel potatoes into Asda last Thursday and will originally be limited to potatoes.
The campaign will be supported by an advertising drive on Scottish radio and in the consumer press from November.
The trend for locally grown food has also informed the decision by the supplier to add to its Rooster potato brand, fronted by Desperate Housewives star Marcia Cross.
The company said: “The brand is committed to quality and delivers that which has always been close to the heart; wholesome and healthy locally grown food that is traditionally farmed and great value. Scotty Potatoes are grown on good Scottish soil on nature friendly farms. The vital ingredient above all is taste and Albert Bartlett has selected especially good tasting Scottish varieties for Scotty Brand.
“In an ever complicated world customer communications can over complicate themselves. Potatoes are a good honest straightforward food and the new brand has been developed to reflect this together with the values we put into every bag.”
Asda potato buyer Des Wilson said: “Our Scottish customers appreciate the good value and local quality of Scottish grown produce. Scotty Potatoes deliver all this as well as a really tasty spud.”
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