This year's Love Potatoes campaign will target young families in an attempt to broaden the appeal of spuds beyond older generations.

Next month's campaign, which comes in the wake of TNS research showing older consumers are driving demand, with housewives over 45 accounting for 66% of fresh potato spend, will show potatoes used in simple, healthy and affordable meals. National and regional press activity will focus on potato seasonality and locality. The Potato Council is also looking for a grower to 'swap lives' for a day with a mum to experience the issues in mothers' lives.

"If consumers are not introduced to potatoes at an early age, the long-term implications for the industry could be significant," said Potato Council marketing director Kathryn Race.

Four in five mums of young children said they did not know when the first British new potatoes were harvested.