Branston launches the Real Potato Co.

01 May 2007

The Real Potato Co. will initially launch within 250 Tesco stores around the country with two exclusive varieties of potato completely new to the UK market – Bellini and Piccolo. With a strong commitment to selling only fresh high quality potatoes, The Real Potato Co. will add to its range throughout the year with interesting new product lines that will include seasonal specific varieties.

Bellini, grown in the UK, Spain, Italy, and Israel is a Mediterranean style long, white oval potato with a bright, creamy skin and flesh. Extremely versatile with shallow eyes, Bellini is perfect for a wide range of cooking purposes including boiling, baking, roasting and frying.

Piccolo is a salad potato variety with an oval shape and smooth golden skin and flesh. With an impressive eating quality Piccolo is perfect for the summer months but will also be available throughout the winter as it stores well without sweetening as many other salad varieties do.

Both Bellini and Piccolo varieties will remain exclusive to Tesco, however The Real Potato Co. plans to extend its offering to a wider audience with the introduction of additional new potatoes to the range.

Jo Parish, Retail Director, Branston Ltd said:

“The launch of The Real Potato Co. brand in Tesco stores heralds a new era for Branston Ltd. We are delighted to be introducing consumers to new varieties of potato and are confident The Real Potato Co’s ranges will speak to the growing number of consumers who demand fresh, high quality potatoes in a contemporary manner.”