Potato supplier Greenvale is celebrating sales of 1.5 million bags of its first-ever branded product, GreenVale Farm Fresh, a year on from its launch.
The brand uses the exclusive Jelly potato variety, which, according to Greenvale, boasts a 'buttery flavour and creamy texture perfect for boiling, mashing, roasting and baking', as well as a longer shelf life due to the packs' paper-bag packaging.
The GreenVale Farm Fresh Potato packs were first launched into 200 Tesco stores in February 2012 and after quick success were then rolled out to an additional 400 Tesco stores in November 2012.
“We are delighted with the performance of the brand and the value it is adding to the category,' said Leon Mundey, Greenvale's head of marketing.
Greenvale says it will run a tounge-in-cheek £1 million marketing campaign this year to further support the Farm Fresh brand.
The adverts - which will contain headlines such as 'Our tasty potatoes last longer in the sack...stop smiling we know what you’re thinking' - will be targeted at food and women's magazines.