The Jersey Royal Company has launched its first-ever branded new potato range at Tesco and plans to follow this up with the introduction of a branded Kent Potato Company range of potato packs from the start of the UK season.
The range kicked off this month with the coveted Genuine Jersey Royal Pearls and will be expanded in the coming weeks with the introduction of organic Jersey Royal and for the first time, a prepared, microwave pack of Jersey Royal with fresh herbs and butter.
The development of the Kent Potato Company brand started after the Jersey Royal Company bought St Nicholas Court Farms’ packhouse last year.
The Jersey Royal Company range has been developed over the last 18 months and will run throughout the 12-week season in Tesco stores nationwide.
The launch will be backed by a nationwide advertising campaign featuring the brand on TV, in the press and across London’s transport network.
William Church, commercial manager at the Jersey Royal Company, told FPJ: “This is the first time we have ever had a Jersey Royal Company-branded pack. We launched with Tesco because they are our largest customer and we have a close relationship with them. We have taken on the entirety of the account on a direct basis this year.
“We have offered Tesco exclusivity of this brand out of the big four for the first year.
“The idea is that we want to focus on the regional thing and create our own range of potatoes.”
Jersey Royal Pearls are on sale now, in a 330g branded pack.
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