The brand’s debut range of fresh potatoes will hit the shelves in 450 Tesco stores across the UK from 30 December.
This will be followed by the roll-out of the Nanna Tate prepared potato range from February 2025.
Nanna Tate aims to build on Branston’s more than 50 plus years of expertise within potato production and supply, while adding a “modern twist”.
The potatoes used by Nanna Tate will be carefully selected and the bold packaging has been designed to catch the eye of shoppers in the vegetable aisle.
Meanwhile, the ready-to-cook dishes have been designed to reduce the amount of time that consumers spend preparing potatoes, and will include products such as roast potatoes, chips and mash.
Lucia Washbrook, sales and marketing director at Nanna Tate, said that the brand was hoping to keep the Christmas feeling going into 2025 by launching just ahead of new year celebrations.
“Christmas is traditionally a time when people rediscover their love for potatoes – especially roasties – so we hope that launching Nanna Tate straight after will keep that passion alive well after the festive season,” Washbrook commented.
“Our distinctively different prepared potato products will be hot on their heels. Nanna Tate is unapologetically bold and sassy and will challenge the norm, encouraging people to re-think their assumptions when it comes to potatoes. So get ready to ‘unexpect the expected’ as our Nanna Tate products hit the shelves.”
Washbrook added: “Nanna Tate aims to inspire modern mealtimes, bringing people together round the table to make new happy memories. So that’s where our potato expertise comes in – making potatoes the star of the show so people can enjoy those moments in the here and now.”
Branston is one of the UK’s largest suppliers of potatoes to both retailers and wholesalers.
It has sites in Lincoln, Somerset and Perth, with the Lincoln site also serving as the home of Branston’s prepared foods factory, mash factory and protein extraction facility.
