Tesco gives Italian appeal to its new potatoes with Elvira Tesco gives Italian appeal to its new potatoes with Elvira

Tesco is ramping up in-store support for a ‘fluffy skinned’ new potato from Italy in its drive to halt the sales decline of new potatoes over the winter.

Branston will supply 500 tonnes of Elvira potatoes from Puglia, which will be sold in Italian-themed trays and paper bags from 12 November.

Research had shown once potato skins became set and were no longer “fluffy” towards the end of the British summer season, sales fell, Branston said.

Last year, Tesco therefore began sourcing new potatoes from other countries to ensure a year-round supply of fluffy-skinned spuds, which it said had already resulted in a 37% uplift in consumers buying loose new potatoes.