In a coup for local growers, Sainsbury’s has announced that its entire own-branded crisp range will be made from British potatoes.
The retailer declared this week that it will become the first supermarket to use only British potatoes across its entire range of own-brand potato crisps, the latest development in its continued strategy to support British growers.
The move means that Sainsbury's will be buying an extra 2,000 tonnes of potatoes from British growers every year and that all of Sainsbury's 19 crisps varieties, including those in its value Basics range are being made using only British potatoes.
The supermarket has also reported a trend among consumers towards premium varieties with sales of its Taste The Difference range up 12 percent year on year.
Natalie McCreesh, product developer for crisps, says: "At Sainsbury's we are committed to sourcing British wherever possible and while a large proportion of our crisps have long been made with British potatoes, we wanted to guarantee our customers 100 percent British across our entire range, all year round."
Sainsbury's pointed to the fact that it has fronted a host of new schemes aimed at supporting growers of late. In February this year, Sainsbury's claimed to have become the first supermarket to extend its British tomato supply to 52 weeks, while in March this year it launched the "earliest ever" British asparagus.
