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CHEESY chips and sweet potato fries – developed by leading potato supplier Branston – are due to launch in the fresh prepared products aisle of more than 500 main Tesco stores this month, following demand from consumers.

Sweet potato fries are also due to feature in more than 250 Tesco Express stores as more customers look to recreate restaurant quality meals at home.

Penny Francis, head of category at Branston, said: “The convenience sector is growing as a whole and we’re seeing consumers’ demands being heavily influenced by social media and restaurant trends, such as the growing popularity of premium burger restaurants and ‘loaded fries’ at American-style diners.

“It’s no secret that cooking from scratch is high on the agenda for shoppers today, but customer behaviour is showing that there’s a need to balance this with a need for relaxed indulgence too. These products allow customers to emulate the taste of eating out with the convenience of ready prepared food that you just pop in the oven. The fact that these products are fresh rather than frozen, should appeal to both young and middle-aged shoppers.”

The 300g sweet potato fries come in a clear plastic tray all ready to be tipped out onto a baking tray to get a lovely crispy cook. The 440g cheesy chips are in a foil tray that goes straight into the oven to bake.

“Millennials in particular are driving the convenience trend, they are vocal about what and how they eat using social media as a way to project themselves and what they stand for through food,” continued Penny.

“They are often more adventurous with their shopping and the new cheesy chips product meets demand for the emerging trend of ‘loading’ or ‘pimping’ an otherwise basic side dish, elevating it to a treat, main meal solution.

“Sweet potato products have been growing in popularity for a while and our fresh fries offer restaurant style and quality.”

As part of Branston and Tesco’s joint commitment to reducing food waste, the new prepared products are made using ‘wonky veg’ and over-sized spuds that would not make the grade in a standard pack, but are perfectly good to eat.

Branston is one of the UK’s leading suppliers of potatoes – for leading UK retailers and wholesalers – as well as providing seed for potato growers.
For more information about Branston, visit