Nutrient density has helped boost popularity of purple-flesh sweet potatoes in UK as Purple Majesty variety lands at convenience chain
The North Carolina Sweetpotato Commission has announced a new partnership with Co‑op to introduce purple-flesh sweet potatoes to its convenience stores for the first time.
The commission says its 2026 market insights reveal UK consumers are actively seeking out vibrant, nutrient‑rich produce, with searches for “purple sweet potatoes” climbing by 33 per cent in the past year.
The ‘Puple Majesty’ variety joins Co-op’s premium ‘Irresistible’ range as a limited edition product and is priced at £2.50 for a twin-pack, grown by Millstream Farms in North Carolina.
Rich in immunity‑boosting nutrients such as vitamins A and C, purple sweet potatoes have grown in popularity in recent years thanks to their antioxidants and phytochemicals, which may help reduce the risk of chronic disease.
Michelle Grainger, executive director of the North Carolina Sweetpotato Commission, said: “This partnership launch with Co-op allows us to introduce UK consumers to the incredible flavour of North Carolina’s Purple Majesty variety of sweet potatoes.
“Its strong nutritional credential with supported recipe content created by the commission, offers a value-added product that should help to drive shopper interest and bring something entirely different to the market space.”
Purple sweet potatoes offer a dense, slightly drier, starchy texture making them ideal for roasting, mashing, or adding a deep colour to dishes like curries and soups.
Dawn Jackson Blatner, a registered dietitian and nutritionist, said: “The rich colour of Purple Majesty sweet potatoes are a telltale sign that they’re high in antioxidants which offer powerful anti-inflammatory and heart-healthy benefits.
“Their long shelf life also mean they are an ideal pantry staple for consumers looking for versatile, healthy ingredients that can be weaved into a variety of dishes suitable for any time of the day.”
The North Carolina Sweetpotato Commission – a non-profit organisation of over 300 growers, packers, processors, and business associates – aims to increase sweet potato consumption through education, promotional activities, research and honourable horticultural practices.
To mark the launch, the commission has released a series of purple sweet potato-inspired recipes.
