Branston has denied axing its Real Potato Co brand despite its recent disappearance from Tesco shelves.

The potato specialist claimed it would continue to market the brand and was working on extending the number of products in the range.

"Branston remains committed to the Real Potato Company and is actively seeking out new varieties," said a spokesman.

Tesco this month introduced an Ideal For range of potatoes, which included varieties from both Branston and rival Greenvale.

The supermarket was keen to limit the number of branded lines in the potato aisle and had chosen the new range over the Real Potato Company, said a source close to Tesco. Ideal For allowed a wider range of potatoes to be supplied under a single brand name, he added.

Some 1.6 million Real Potato Co packs have been sold since its 2007 launch.