Sainsbury’s is hoping to turn back the clock in the potato category with re-introduction of some older varieties.
The range will include potatoes commonly planted during the Second World War’s “Dig For Victory” campaign, which have since slipped from the retail shelves.
The new range, which includes Red Duke of York and Arran Victory, are currently being grown and will be on sale later this year.
Alasdair MacLennan, product technologist, said: “We’re rediscovering the flavours and qualities of food from the past.
“These old style potatoes might not have the yield or disease resistance of new varieties, but many have a unique and distinctive flavour which works with modern cooking.”
He said changes in economics and the shift in agriculture from small scale farming to large-scale production meant many older varieties had fallen by the wayside.
The retailer rediscovered the varieties during a campaign to find new, alternative flavours for familiar household foods.
“We believe that Britain has a rich heritage of tastes, hidden in a wide range of older fruit and vegetables which aren’t now commonly available.”
MacLennan said they would also be looking for other older varieties of fruit and veg to bring exciting flavours to Sainsbury’s customers.
“The older style potatoes will never replace their modern counterparts for value and convenience, but they’ll provide a fantastic alternative for special occasions.”
No comments yet