Italian seasonal new potatoes will be launched into Tesco this autumn on the back of new research showing that consumers want freshly harvested new potatoes all year round.
Branston will be supplying the line, which will be in stores from the end of October for six weeks. New season potatoes have seen strong growth over the last 52 weeks, with 86 per cent value growth versus a year ago. They are now available in more Tesco stores than a year ago.
George Christoudias, sales and marketing director at Branston, said: “Our research has shown that shoppers want freshly harvested new potatoes and that the availability to purchase new potatoes is more important than them being from British farms.
“The Italian climate in the late summer is perfect for planting new potatoes, while here in the UK we’re busy harvesting and eating ours. Timing is perfect as by late October, when UK varieties have finished, Italian new potatoes are ready to eat.”
The Italian potatoes are grown by farmer Guiseppe Distasoalong a 10-mile strip of coastline in free-draining sandy soil and are harvested by hand to protect their skins.
The potatoes, which are characterised by their creamy texture and loose fluffy skins,will be available loose and in a specially designed perforated 750g bag to keep them fresher for longer in 790 Tesco stores.
“Feedback from consumers is that taste is the most important factor when choosing new season potatoes, which is why we source the freshest so that customers can enjoy their light flavour,' said Christoudias.'As well as reminding consumers of the flavours of summer, Italian potatoes pair perfectly with rich autumn recipes, including spicy tagines, roasted meat and warming casseroles.”
To help raise awareness, Branston has launched a consumer initiative called Seasonal Spuds. The dedicated website and social media channels host recipes for seasonal new potatoes, as well as general facts about potatoes.
