Golden Kings is now available at Sainsbury’s after years of consistent growth and successfully appealing to younger shoppers
Potato supplier Greenvale’s premium brand Golden Kings has returned to Sainsbury’s after consistent growth and new appeal among younger consumers.
The relisting is being hailed as a significant milestone for the brand, which is positioned as a “catalyst for culinary exploration”.
“Golden Kings brings something genuinely different to the fixture,” said Greenvale head of retail, John Woolcott.
”The golden colour, distinctive buttery flavour, consistently larger size and shape and strong consumer appeal make Golden Kings a valuable addition for retailers looking to attract new shoppers into the category and drive growth,” he added.
Golden Kings is marketed with colourful packaging and a bold tone of voice, alongside a digital-first campaigns starring potato ambassador Kingsley. The aim is to engage and reach a new generation of potato shoppers. f
Katy Pook, Greenvale head of brand and marketing, said: ”We’re incredibly excited to see Golden Kings return to Sainsbury’s.
“In a category where inconsistency is often accepted, we’re proud to be bringing a fresh perspective and helping more shoppers rediscover the joy of cooking from scratch,” she said.
Golden Kings was last listed in Sainsbury’s in 2023. It is also available at Asda.
