Good Natured Splendid Spuds, which are supplied by grower-packer Greenvale AP, will be available in Asda stores in 2kg bags from 11 November (rsp: £1.78 a bag).
The company's move into potatoes follows the launch of its Good Natured Fruit range of strawberries, raspberries and blackberries in 2007, and Good Natured Salads earlier this year. Like the other lines in the range, Splendid Spuds are grown without the use of pesticides.
The extension of the Good Natured brand to potatoes was a natural progression for ASF, according to MD Lochy Porter. "It's a different product but I hope shoppers will pick up the same values," he said.
"If we are to continue to grow our market share through retention of existing customers and attracting new customers, then it is imperative that our portfolio of fresh products continues to grow as well."
Growing demand for "ethically sourced" produce, as well as the potato's loyal following, gave the product a good chance to gain market share, he said.
The multipurpose potatoes come in bags made from biodegradable and recyclable packaging with cotton string handles. The bags also feature a picture of the grower and a window allowing shoppers to see the potatoes.
The move marks Greenvale's first foray into the branded market.
"Developing a process whereby potatoes can be grown without the use of pesticides is an integral part of satisfying current demand from retailers and consumers alike," said Greenvale general manager Doug Bell.
The launch of Splendid Spuds is the latest indication of renewed interest in the £1bn fresh potato category by suppliers and retailers. In June, Tesco launched an Ideal For range designed for different cooking methods, while Albert Bartlett has signed up Marcia Cross to front its Rooster campaign.