Premier to introduce branded potatoes

The UK’s first range of branded potatoes is launching this week. The Potato Lovers brand is aimed at consumers who are passionate about buying high-quality food and ingredients.

Potato Lovers is offering three varieties of potatoes: Juliette, Anya and Maris Piper new potatoes, but the range will change with the seasons. The launch is being supported by a trade direct mail and press campaign but a consumer campaign is due later in the year.

The Potato Lovers branding has been created by Cambridge-based design agency Bryt for MBM Produce, part of Premier Foods.

Bryt managing director Ed Stableford says the range should discourage consumers from using “general purpose” potatoes, and offer advice about what each potato variety is most suitable for.

The range comes in 2kg plastic pouches, 15kg boxes, 20kg sacks and floor standing dump bins, developed for the food service sector.