A potato producer is hoping to tap into demand for convenience and quality with a redesign of one of its brands.

MBM Produce has relaunched its Baby Pearls brand with a new pillow pack format to go alongside the existing 10kg tray.

The new packs feature photographs of cooked potatoes and will also feature an easy, quick recipe on the back to encourage consumers to use Baby Pearls in different ways.

Linda Stafford, brand manager, said: “Although we’ve moved away from the well known red and yellow livery of the old Baby Pearls branding, our customers have been thrilled with the new design.

“The pillow pack is ideal for customers with retail outlets and initial sales have been pleasing.”