Greenvale AP is launching its first branded product, GreenVale Farm Fresh potatoes.
The product will be sold in 2kg eye-catching blue and green paper bags and is exclusive to Tesco.
The potatoes will retain their freshness for longer thanks to a unique paper bag packaging format.
The brand uses the Jelly potato variety, which is exclusive to Greenvale, and which has been carefully selected for its buttery flavour and creamy texture.
It is also a great all rounder, perfect for boiling, mashing, roasting and baking.
GreenVale hopes it will not only help to grow the category but also encourage consumers to trade up from Maris Pipers and other standard white potatoes.
The launch of GreenVale Farm Fresh is the result of rigorous research and consumer testing, including a successful in-store trial with Tesco.
One of the findings from the research was that while many consumers regarded potatoes as a staple commodity they would be interested in learning more about the potatoes they are eating, where they are from and their variety.
Head of Marketing for Greenvale AP, Leon Mundey said: “The move into a branded product is intended to help grow the total potato category by attracting new consumers and encouraging those who might normally buy Maris Piper potatoes or a standard white potato to trade up to GreenVale Farm Fresh.
"Our brand provides a reliably consistent product that will deliver on taste and freshness every time.”
Greenvale AP places great emphasis on understanding market dynamics and the ever changing demands of shoppers and consumers.
The research has clearly indicated that there is desire for a recognisable brand within the potato category and something the consumer can identify with.
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