Rooster Roast Potatoes

Rooster Roast potatoes will be stocked in Sainsbury's and The Co-op

Scottish potato supplier Albert Bartlett is cementing its move into the frozen sector with the launch of three new product lines into two major retailers.

‘Homestyle’ chips in both 900g and 1.5kg pack sizes and 750g Rooster Roasts will be stocked in Sainsbury’s and The Co-operative from October, with more products and further distribution to be announced shortly.

To support the launch, the company is investing £3 million in two new tv adverts to be aired on national television for three weeks from 9 November.

“We are delighted to be launching into this frozen category and it is a very natural step for us,” said Albert Bartlett’s head of marketing, Michael Jarvis.

“We already offer top quality British potatoes for our fresh range and this knowledge and expertise will be transferred into the frozen aisle. We feel development of a frozen business is a natural step for our business.”

All potatoes used in the new range are British-grown with some sourced for processing from Croxton in Norfolk.

“We are entering a mature market but one where quality counts. There is strong interest among our loyal shoppers who are already purchasing our frozen range and we have received a positive response,” added Jarvis. “British potatoes processed and frozen in Britain. At Albert Bartlett we are fresh potato experts so consumers trust and welcome our move into frozen.”