Albert Bartlett extends Rooster potato range into frozen market

Tuesday, 23 December 2008

The UK's leading root vegetable grower and packer, Albert Bartlett, is extending its branded potato variety, Rooster, into the frozen market for the first time with a premium range of thick cut oven chips and wedges.

As the first branded fresh potato in the UK market, the Rooster brand holds a unique position in the UK fresh potato market.

With a key focus on premium taste, consumer recognition is growing year on year as brand activity is increased and supermarket listings improve.

Albert Bartlett aims to strengthen its unique position and reputation within in the fresh potato category to tap into the UK's £500m frozen potato category.

Currently worth just over £12m, the premium branded products market has the potential to reach just under £20m in the next 3 years. No other sector is experiencing this growth more prolific than in the premium branded and premium private label sector.

"Consumers are looking to balance health, budget, convenience, quality and taste, and for many families premium frozen products fulfil these needs.

"With less than 3% fat and no added salt, preservatives or colourings, the Rooster frozen range has received green lights all round," states Albert Bartlett's head of development and innovation, Gillian Kynoch.

She continues: "Mums want to give their families the best quality products at an affordable price that not only they will enjoy but also will be good for them.

"The wedges and chips offer a natural, lighter option with the delicious taste and trusted quality that people expect from Rooster potatoes."

Through various marketing initiatives, including endorsement campaigns by Michelin Star chefs, Andrew Fairlie and Michel Roux, Rooster has successfully managed to shift consumer attention back to taste. Known as the "uber tuber" due to its versatility, around 2.8meals in the UK feature Rooster potatoes each week, growing at over 70% year on year (TNS).

The Rooster potato frozen range is available now from major multiples.

Source: Albert Bartlett