Greenvale AP, the UK's leading supplier of potatoes, is aiming to inject fresh interest into the produce sector with the launch of its first branded product.

GreenVale Farm Fresh potatoes, which are being sold in 2kg eye-catching blue and green paper bags, will initially be exclusive to Tesco from 6 February.

The brand uses the ‘Jelly' potato variety, which is exclusive to Greenvale, and which has been carefully selected for its buttery flavour and creamy texture and because it is a great all rounder, perfect for boiling, mashing, roasting and baking.

It is hoped that GreenVale Farm Fresh will not only help to grow the category but also encourage consumers to trade up from Maris Pipers and other standard white potatoes.

The launch of GreenVale Farm Fresh is the result of rigorous research and consumer testing including a successful in-store trial with Tesco.

One of the findings from the research was that while many consumers regarded potatoes as a staple commodity they would be interested in learning more about the potatoes they are eating, where they are from and their variety.