Sweet potato brand Carolina Sun has launched its revamped website to encompass a range of new features.

The revised format enables customers to view products within the range along with recipe ideas, competitions and news on further product launches.

The new-look site comes as the company has appointed Toni Staines as its brand ambassador, whose initial project will be overseeing the launch of products on to the European market.

David Cooke, commercial manager at Maritime Foods Ltd, which owns the brand, said: “Since its introduction into the UK market, Carolina Sun has gone from strength to strength, making it one of the recognisable brands within the fresh produce category. The [addition] of Toni and the launch of the new website will no doubt help to cement the brand as a firm favourite with consumers and retailers alike.”

The sweet potato market has suffered this year due to adverse weather conditions, causing crop failures throughout much of the American supplies heartland.

Cooke added: “With the difficulties throughout the supply base this year, the Carolina Sun brand has still seen promising month-on-month growth and established an enviable market share.”

Carolina Sun launches a nationwide advertising campaign later this year centred upon healthy diets for the whole family, along with brand extensions throughout the prepared vegetable category.

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