A new campaign has been launched to promote the potato as a 'Supercarb' and help shoppers understand it is more than just carbohydrate.

Part of the Potato Council's Love Potatoes campaign, the Supercarb message will be promoted by celebrity cook Gizzi Erskine, who has already given radio interviews.

The FSA's Eatwell Plate classified the potato in the carbohydrate category because of its high starch content but that didn't mean it wasn't a useful source of micro-nutrients, said Dr Laura Wyness of the British Nutrition Foundation. "Although it is a starchy carbohydrate, the potato is a vegetable, too," she said.

A medium-sized jacket potato provides almost half of the RDAs of vitamin C, 30% of the fibre and 50% of vitamin B6. Research suggested consumers lacked knowledge about the vitamins, minerals and nutritional content of potatoes, said the Potato Council.