Two key messages from the British Potato Council’s (BPC) awareness campaign - that potatoes are healthy and low in fat - have made an impact on UK consumers, a study has found.
A recent Omnibus survey asked consumers to choose the healthiest option between pasta, rice or potatoes, and the results identified a five per cent shift in opinion, putting potatoes above pasta.
UK consumer awareness that potatoes are low in fat rose from 14 per cent to 24 per cent.
Kathryn Race, marketing director at the BPC, said: “This is excellent news and shows that our summer campaign urging consumers - and mums in particular - to ‘challenge potatoes to give them more’ has been a resounding success.
“Overall, 84 per cent think that potatoes are healthy, a two per cent increase since May, while 81 per cent continue to agree that fresh potatoes are important to a healthy diet.
“We are keen to keep the momentum going, but recognise that there is room for further improvement, especially amongst families. Throughout autumn, activity will continue to promote the key benefits of potatoes; that they are a healthy, convenient and tasty meal choice, and more than a match for rice and pasta.”
The autumn campaign of activity will kick off with a series of national advertorials based on the core nutritional values of the potato, with easy-to-prepare seasonal recipes.
The BPC will also host four regional events - based on the theme ‘The Potato Fit Squad’ - to demonstrate the important role that potatoes can play in busy lifestyles.
The initiative will target mums and children to highlight the health benefits, versatility and convenience of potatoes, and the BPC will be joining forces with organisations such as the Fire Brigade to show that potatoes - especially jackets - are a healthy fast food.
Race said: “This activity will build on the solid foundations from the summer campaign, which has been successful in addressing common misconceptions about potatoes. We know that mums want to feed their families quick yet healthy meals, but instead of opting for less nutritious store cupboard items, we are encouraging them to try more effective and imaginative potato dish alternatives. We will also be going back on the road with some tasty samples to hand out to mums across the country to really push the point home.”
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