Preva Produce is launching a new variety of potato this summer called Jazzy, whose small size and lively packaging it hopes will make it stand out on the shelves.
“We have spent our lives trialling new varieties hoping to uncover something as good as Jazzy. It’s fantastic to be launching such an exciting new potato brand,” said Will Beeson, director of Preva Produce.
The waxy and set-skinned potato will launch with a new website and optional newsletter, both with recipe ideas, as part of an accompanying multimedia campaign.
With the Jazzy potato’s bright red and green packaging, and emotive "boil 'em, steam 'em, crush 'em, roast 'em" slogan, it should go down well with the Potato Council, which is launching a new strategy later this year to overhaul the way potatoes are packaged in supermarkets. The Potato Council found that nine out of 10 UK shoppers would back a simpler classification system on potato packaging.
“This strategy will build a stronger connection between potatoes and consumers; people are more likely to buy a potato if it has emotive language and information of the best ways to cook it on the packaging.” Caroline Evans, the Potato Council’s head of marketing, told freshinfo.
Jazzy is launching exclusively in over 500 Co-operative Food stores, with a 1kg pack costing £1.50. It will also be available in 10kg boxes for the wholesale markets from 1 August, and hospitality sector businesses can get the potato through Fresh Direct.
Grown by a group of five growers based in Cornwall, Norfolk and Lancashire, Beeson believes the new variety will have a significant impact on the retail and wholesale markets. He concludes: “The Jazzy looks, tastes and stores brilliantly, representing great value for consumers who want more from the potato aisle.”
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