Potato supplier Solanum is aiming to put Cypriot-grown potatoes back on the consumer radar with the launch of a new brand.

In the 1990s, potatoes sourced from Cyprus were popular in the UK but they had since fallen out of favour with consumers, according to Solanum. Cyprus Gold would reintroduce the "rich heritage" of Cyprus-grown potatoes to a new generation, it claimed.

Provenance was becoming as important as taste to consumers, it said.

"As the leading supplier of provenance potatoes to the UK market this was an obvious opportunity to champion," said Laura Brown-Waite, sales director at Solanum.

Cyprus Gold potatoes have a buttery taste and fluffy texture. They are available from now until August in 2kg bags from Waitrose and Ocado (rsp: £2.69). Cyprus potatoes are at their best during June and July.