Tesco has started stocking a branded sweet potato from the US in a bid to create more interest in the vegetable.

Carolina Sun, from the North Carolina Plains, will be imported into the UK by brand owner Maritime Food Group.

Demand for sweet potatoes had grown steadily in the UK and the category was now worth some £35m in retail sales, said Tesco potato buyer Jonathan Corbett. However, there was a lack of information available to consumers about how to use them, and most retailers were simply "doing the same thing" in marketing them. By introducing an established American brand, Tesco believed the category could "move itself forwards pretty swiftly".

Carolina Sun was ideal for mashing, baking, roasting or making wedges, according to Maritime. The rsp is approximately £1.75 for 1kg.