A new potato steamer pack from potato supplier Branston Ltd, is set to help consumers through the credit crunch by slashing the cost of prepared potatoes.  At just 50 pence, the mix of small potatoes, parsley and butter will cut the price for hard-hit consumers who have until now, been unable to justify spending on these time saving products.

Available only at Tesco, this product has been developed as a result of market research which demonstrated a consumer demand for value, convenience and versatility in the prepared potato category.

Using only Tesco Nature’s Choice potato varieties such as King Edward and Marfona, the new pack couldn’t be easier to cook; simply place in a microwave, cook on full power and 2-3 servings of piping hot potatoes are ready in a matter of minutes.  Potatoes for the new pack are tightly size graded to achieve a consistent cook and appearance whilst also improving crop utilisation by making use of baby potatoes not suitable for a 2.5kg bag of whites.

Branston and Tesco have produced the new pack in record time, just four weeks instead of the normal 12 week period, having identified a recipe that would appeal to the supermarket’s target market and conducted a focus group to ensure expectations were met.

Mark Willcox, Development Director at Branston, said: “We believe this is the quickest turn-around achieved for a product of this type.

“Given the huge retail price rises in pasta and rice, this new pack proves what a versatile, tasty and inexpensive product the potato is.  We are confident that its low cost and convenience will be a winner for price sensitive consumers.”

The new pack is available in selected Tesco stores.