Asda has become the first major supermarket to list Norfolk Peer, a new brand of premium new potatoes grown in the county.

The new spuds started rolling out to 17 Asda stores in the local region on Thursday (30 June).

Supplier Heygate Farms Swaffham said it had developed Norfolk Peer to be "smaller and tastier" than other new potatoes. "We are able to demonstrate the provenance of Norfolk Peer, grown in our fields around Swaffham and freshly harvested each day," said farm manager William Gribbon, adding that this focus on local provenance had proved important to Asda.

Asda potato buyer Anne Spencer agreed locally grown food was increasingly important to Asda shoppers, and Norfolk Peer potatoes were "a perfect example of our commitment to local farmers in Norfolk."

Swaffham-based Heygate Farms is working with distributor Fenmarc Produce to supply Asda.