Ainsley Harriott is to make his debut in frozen food by fronting a new range of potato products from Northumberland Foods.

Available from August, the range will be Northumberland's first branded line and would help the own-label frozen veg specialist double sales to £50m within three years, said the company.

The five-strong frozen range, which will pit Northumberland against category leaders Aunt Bessie's and McCain, includes two roast potato products (750g), chips (650g), mash (650g) and wedges (680g) (rsp: £1.50 each). The range was "a critical launch", said Northumberland Foods commercial director David McLaughlin.

It was "another important step along the way to take the business to where we want it to be in three years' time", he said.

Northumberland had chosen to work with Harriott because, while other food celebrities had come and gone, he had spent 16 years fronting Ready Steady Cook and was still very visible to consumers, said McLaughlin.

Harriott also had a proven track record in ambient grocery with his range of soups, cous cous, rice and pasta, stocked by all major multiples and worth £25m in annual sales, he said. "Presenting him on frozen potato lines on the back of a very successful brand in another market is a key point in his favour."

Northumberland was ­established in February last year after it bought Cheviot Foods out of administration. Current annualised turnover is £26m [year to April]. Cheviot's sales were £15m when it was bought by Northumberland.