The Potato Council has developed a new way for retailers to ‘signpost’ the retail fresh potato category that makes it simpler for consumers to shop - and boost sales.

Consumers struggled to find the right words to describe a potato and a common consumer-led language was needed, the Potato Council said.

To address this, the Council has developed three logos with descriptors, which can be used on-pack: ‘Fluffy: Try them as roast, baked or chips’ ‘Salad: Try them boiled, steamed or roasted’ ‘Smooth: try them mashed, boiled or as wedges’.

The logos can be used by retailers and suppliers free of charge. They would build a stronger connection between consumers and potatoes, highlighting taste and texture with simple, shopper-led signposting, claimed Caroline Evans, Potato Council head of marketing.

“A common language will provide a clearer understanding of the wide range of varieties and promote consistency,” she added.

The Potato Council will use British Potato Week, which takes place between 1 and 7 October, as the launch pad for consumer-focused activity around the new logos.

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