Sainsbury is running a campaign to boost sales of its exclusive Anya and Juliette potato varieties.
The multiple, together with supplier MBM Produce, is sending a team around Cornwall, Devon, Norfolk and Lincolnshire - where the potatoes are grown - to offer shoppers instore tastings.
The promotion is timed to coincide with the new season for the varieties. Said MBM’s Julia Gilbert: “They taste at their best right now.”
Sainsbury’s annual sales of Juliette potatoes are worth £8m and it turns over £2m worth of Anya potatoes.