The British Potato Council (BPC) has launched a campaign to battle carbohydrate rivals rice and pasta, and encourage consumers to eat spuds on a regular and guilt-free basis.

The Fact not Fiction project, which aims to correct the widespread belief that rice and pasta are less fattening, will target families.

Mums with young children spend as little as 13 minutes on weekday evening meal preparation, with a standard repertoire of only seven recipes, according to the BPC.

Catherine Lange, BPC marketing manager, said: “To break out of that pattern and get more potatoes used, we have to achieve impact. That means getting our message across loud and clear, so it’s time to take off the gloves and go head-to-head with rice and pasta.

“We also need to excite people about potatoes and show them how easily they can fit into modern lifestyles.

“There are no quick fixes so Fact not Fiction will be a sustained campaign lasting at least a year, but we will be making a particularly strong start this autumn.”

The project will promote potatoes in the national press, women’s magazines, radio and on the internet.

Lange added: “We’ll be actively promoting practical tips to make it easier to use potatoes - and to feel good about the end result, both in terms of taste and because they are so good for you.”

The BPS said several packers and retailers have already promised to redesign packaging to support the campaign and make use of ‘Top Tips for Cooking Healthy Potatoes’ leaflets and stickers.

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