The brand’s debut range of fresh potatoes will be available in 450 Tesco stores across the UK starting from 30 December.
Following this launch, the Nanna Tate prepared potato range will be introduced in February 2025.
Nanna Tate aims to leverage Branston’s 50-plus years of expertise in potato production and supply, while incorporating a “modern twist.”
The carefully selected potatoes feature bold packaging designed to attract attention in the vegetable aisle.
Additionally, the ready-to-cook dishes aim to minimize preparation time for consumers, including options like roast potatoes, chips, and mash.
Lucia Washbrook, sales and marketing director at Nanna Tate, expressed that the brand hopes to sustain the festive spirit into 2025 by launching just before 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 noted.
“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 around the table to create 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 stands as one of the UK’s largest suppliers of potatoes to both retailers and wholesalers.
The company operates sites in Lincoln, Somerset, and Perth, with the Lincoln site also hosting Branston’s prepared foods factory, mash factory, and protein extraction facility.
