The new Rooster wedges

The new Rooster wedges

One of the UK’s largest root vegetable growers has taken its first steps into the lucrative frozen foods market with its Rooster branded potatoes.

Albert Bartlett has launched frozen thick-cut oven chips and wedges from its traditional Rooster potato range.

Consumer recognition of Rooster potatoes is growing year on year as brand activity is increased and supermarket listings improve.

Gillian Kynoch, head of development and innovation at Albert Bartlett, said: “Consumers are looking to balance health, budget, convenience, quality and taste, and for many families premium frozen products fulfil these needs. With less than three per cent fat and no added salt, preservatives or colourings, the Rooster frozen range has received green lights all round.

“Mums want to give their families the best-quality products at an affordable price that not only they will enjoy but also will be good for them. The wedges and chips offer a natural, lighter option with the delicious taste and trusted quality that people expect from Rooster potatoes,” she said.

Through various marketing initiatives, including endorsement campaigns by Michelin Star chefs Andrew Fairlie and Michel Roux, Rooster has garnered the nickname the “uber tuber” due to its versatility.

Around 2.8 million meals in the UK feature Rooster potatoes each week, growing at over 70 per cent year on year, according to TNS data.