Colour-coded packaging similar to the labels on milk cartons has beendesigned to simply show shoppers in the UK whether they are buying firm, fluffy or creamy potatoes.
E Park & Sons, which supplies potatoes through Nisa central purchasing, touted the idea as one that couldrevolutionise the way consumers buy potatoes forever.
The idea behind the range is to use the Keep It Simple (KIS) method for both the consumer to buy and the retailer to stock.
The idea of the simple labelling is to create a stress-free decision for the consumer.
After time, the theory is that the consumer will know what is in each pack without even having to look.
Researchconducted by the Potato Council shows that the average shopper will spend less than ten seconds deciding upon their chosen potato.
On top of this, by the time the consumer gets out of the shop, research hasshown that over half of consumers cannot remember the type or the priceof the potatoes that they have just purchased.
Nick Slater, Business Unit Manager at Nisa, said: “The concept comprises of three ranges; firm potatoes in a green packet, fluffy potatoes in a pink packet; and creamy potatoes in an orange packet.
'By keeping the same selection in the same coloured packets it is thought that consumerswill be able to make a personal link to colour and therefore usage and choose the same potatoes every time.'
The product is called ‘The Same Every Time’ and will be launched through participating Nisa member stores.
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