Branston is launching a range of Italian new potatoes in Tesco next week that will have nationwide listing for five weeks.
Starting 12 November, Branston will bring in Elvira new potatoes with loose skins from grower Giuseppe Distaso in the Puglia region. The product will be presented in special premium Italian-themed cartons.
He said: 'Our crop is handled with absolute care to ensure that it arrives to the Tesco customer in the best possible condition. All potatoes are hand lifted to protect their delicate skin, then size graded prior to leaving Italy which is when the skin ruffles.
The product will be accompanied by recipe leaflets and Italian-branded paper bags. In addition customers can also purchase the Tesco Finest Season's Best 1kg boxes for £2.50
Andy Blackett, Tesco senior buying manager, said: 'We're determined to source the best new potato crop available from around the world for our customers as we now know exactly what they like.
'Last year the strategy paid off as we attracted 37 per cent more customers to the loose new category compared to the previous year. This season we're going one step further by launching a 1kg Finest branded Season's Best Italian box for customers who want the added convenience of a washed and packaged product.'
