Family-run baked potato business Bannisters’ Farm - which is rolling out a new product for children this month - says sales are growing despite frozen food giant McCain’s move into the market.

Bannisters’ Farm pioneered the frozen baked potato category when it launched its first products into Morrisons in 2007, and has since expanded to include potato skins and filled baked potato halves.

This January, McCain rolled out a similar product to Bannisters’ frozen baked potatoes, in a high-profile launch supported by a £6m marketing and advertising push.

“We were not surprised to see McCain enter the market,” said Bannisters’ commercial director Zoë Bannister, but insisted that Bannisters’ listings had not been affected by McCain’s arrival.

“Our sales continue to grow - McCain’s marketing activity and our own PR have helped to raise awareness of frozen baked potatoes,” she said, adding that Bannisters’ Farm “down-to-earth” brand proposition was very different from McCain’s.

“The market is dominated by a small number of large brands,” she said. “retailers have recognised we offer a choice, and have been very supportive.”

This month, Bannisters’ is launching Littl’uns - a box of six small baked potatoes aimed at children or adults with small appetites.

“We have identified another gap in the market, in much the same way as when we first introduced the concept of a frozen baked potato to retail,” said Bannister.