Potato supplier MBMG is hoping to do a Jamie Oliver on its new range of spuds.

It has launched three new Potato Lovers products in 1kg bags, which it is rolling out through independent retailers and top London stores Selfridges and Harrods. And celebrity chef Heston Blumenthal has used them in an episode of his forthcoming BBC2 series In Search of Perfection.

"Of course we're braced for an upturn in sales," said marketing manager Julia Gilbert. "But it's a very complex recipe he has used, which may put people off."

But the new additions - Potato Lovers for baking, mashing and roasting - are due to appear in Nisa-Today's stores and farm shops in the east of England, she said.

A year after wholesale retailer Costco switched to the brand, it has reported that potato sales are up 30%.

"We're getting quite a lot of interest from independent retailers," said Gilbert.