Mackie's at Taypack in fresh potato product launch

Mackie’s at Taypack is aiming to make ground in the fresh produce category with the launch of a range of fresh potatoes.

The Perthshire-based manufacturers of Mackie’s Potato Crisps areno strangers to potato trading, having formed in 2009 as a joint venture between Mackie’s of Scotland and Perthshire potato farmers, the Taylor family, who were owners of the former Taypack Potatoes.

Following the rapid growth of the Mackie’s Crisps brand in recent years, Mackie’s at Taypack is now looking to replicate that success in the fresh potato category.

Mackie’s at Taypack’s MD, George Taylor, said: 'The new Mackie’s branded potato range aims to reverse the current decline in the industry by regaining consumer confidence in the humble spud.

'The range, which launched today (1 October), consists of four pre-packed product lines: Mackie’s Baking Potatoes, Mackie’s Mashing Potatoes, Mackie’s Roasting Potatoes and Mackie’s Baby Potatoes.

“Having seen continued decline in the fresh potato category in recent years, we have taken the opportunity to present a new product concept to the market, focusing on taste quality, convenience and, above all, suitability for use.

“With such a wide choice of potato varieties now available to consumers, we feel that it’s important to provide clear signposting to assist consumers in choosing the best varieties for their intended use. Mackie’s Potatoes are, therefore, selected on the basis of suitability for a particular type of cooking – that is, mashing, baking, roasting or boiling.'

Mackie’s Mashing and Roasting Potatoes are supplied in 1kg packs, whilst the Baby Potatoes pack is 750g. The Baking Potatoes come as a two-pack.

According to Taylor: “These smaller than average pack sizes are the result of a conscious decision to offer convenience and reduce wastage. We want to provide consumers with a straightforward meal solution in order to simplify the purchase decision for them.”

The Mackie’s Fresh Potatoes range will launch in a total of 50 Tesco stores in Scotland initially.

Commenting on the impending launch, Tesco's Scotland buying manager, Ashley Connolly, said:'Over the years that we've worked with Mackie's, we've watched the brand build an excellent reputation and the range grow and diversify.

'Mackie's is now a household name across Scotland and beyond, and we're proud to be the first stockist of Mackie’s Fresh Potatoes.”

Coinciding with the launch, Mackie’s at Taypack is undertaking a sampling tour around a number of Tesco stores across Scotland. The new product range will also be promoted with the launch of a new website for the Mackie’s Potatoes brand, as well as social media sites.

Brand marketing messages will focus on suitability for use and convenience. Recipes, provided by the Taylor family themselves, will also be a key focus in order to inspire consumers to try different meals with their potatoes.

Furthermore, in keeping with the notion of offering a simple meal solution, Mackie’s at Taypack has also included simple cooking instructions for each potato type on their packaging.