Potatoes

Sir, The claim in your recently published Rice & Noodles Category Report that ‘Brits are falling out of love with potatoes’ is simply not the case.

The latest figures from Kantar Worldpanel, which covers data from all retailers, shows a 2.6% rise in consumption of potatoes since 2015, rather than a 5.4% drop.

Kantar data also shows successive year-on-year increases since 2015 in frequency of purchase among younger consumers (22 to 44-year-olds) which is a clear indication potatoes still remain a firm favourite at mealtimes.

Our hugely successful Potatoes: More than a Bit on the Side campaign, jointly run with Bord Bia, was launched in July 2015, with the aim of re-engaging younger consumers with potatoes. It aims to showcase the health and nutritional virtue of the humble spud, and how it can fit into busy lifestyles.

Gaining support from social media influencers such as Deliciously Ella has helped reinforce the positive health credentials of potatoes with our younger audience - namely that potatoes are naturally fat-free and are a source of fibre and potassium. Potatoes also contain less carbohydrates, calories and fat per 100g than rice in both short and long grain form, and noodles.

Consumer interest in the campaign is reflected in the fact that the lovepotatoes.co.uk site has received two million visits over the past year.

All of this is proof that the love between Brits and potatoes is still very much here to stay.

Rob Clayton, director, AHDB Potatoes

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