Branston introduces new product

08 August 2008

A new value herb and butter pack of potatoes from Branston is being introduced to Tesco shoppers. At just 50p a pack the mix of small main crop potatoes, mint, butter, sunflower oil and salt will cut the price for hard-hit consumers who have been unable to justify spending two or three times that for similar products.

Available in Tesco stores where there is a higher than average demographic of 'value' customers, the 335g packs are sufficient for 2 - 3 servings and contain only Tesco-approved varieties of potato, with a preference for King Edward, Marfona and Estima.

With the current rise in the cost of living and the results of market research showing a consumer demand for value, convenience and versatility in the prepared potato category, Branston and Tesco have brought together a pack that will grab the customers' attention. Not only is the price low, cooking the value herb and butter pack couldn't be easier; simply placed on a microwaveable plate, pierced and cooked on full power, the potatoes are ready to eat in just 8 minutes.

At Tesco's request, Branston has developed the value herb and butter pack in record time, just five weeks instead of the normal 12, having identified a recipe that would appeal to the supermarket's target market and conducted research to ensure delivery of a product that would meet demand.

Mark Willcox, Development Director at Branston said: "We believe this is the quickest turnaround from conception to store achieved for Tesco in this sector.

"Given the huge price rises in pasta and rice, this new pack proves what a versatile, tasty and inexpensive product the potato is. We are confident that its low cost and convenience will be a winner for price-sensitive consumers."

The Branston-produced value herb and butter pack of potatoes is available in selected Tesco stores from early August.