A new consumer brand of potatoes has been launched by Branston this week.
The Real Potato Co. is set to shake up the UK potato category with two exclusive varieties named Bellini and Piccolo.
The brand will initially launch in 250 Tesco stores across the UK.
It will add to its range throughout the year with new product lines that will include seasonal-specific varieties.
Bellini, which is grown in the UK, Spain, Italy, and Israel, is a Mediterranean-style long, white oval potato with a bright skin and creamy flesh, suitable for boiling, baking, roasting and frying.
Piccolo is an oval-shaped salad potato variety with golden skin and flesh, which will available in both the summer and winter months.
Both varieties will remain exclusive to Tesco.
But The Real Potato Co. plans to extend its offer to a wider audience with the introduction of additional new product lines to the range.
Jo Parish, Tesco account director at Branston Ltd, said: “The launch of The Real Potato Co. brand in Tesco stores heralds a new era for Branston Ltd. We are delighted to be introducing consumers to new varieties of potato and are confident The Real Potato Co.’s ranges will speak to the growing number of consumers who demand fresh, high quality potatoes in a contemporary manner.”
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