Genuine Jersey Royal Pearl Potatoes (rsp: £1.99 for 330g) are available in 50 stores and will roll out to all stores as the season progresses. Jersey Royals were previously only sold under retailer own labels.
Posters went up on the London Underground this week and buffer ads will play before and after Sky TV's Market Kitchen, while Chef Shaun Rankin will cook with the potatoes on BBC One's Saturday Kitchen next week.
The pearl potatoes will be joined by a Fresh Herbs & Butter variant (£1.75 for 325g) and an organic line (£2.99 for 750g) on 10 May.
"The Jersey Royal Company is proud to be launching our branded potato collection across the UK retail market, and feel confident that British shoppers will love the new potatoes," said MD Tom Binet.