Wilson's Country launches innovative products to grow sales

Monday 6th February 2012


Wilson's Country, Northern Ireland's leading potato packer, is launching a range of new products to develop sales in Great Britain and to expand existing business in the Republic of Ireland.



The new retail packs are designed to offer consumers different options that will encourage more to choose potatoes. They are:






  • Quick Cook Baby Potatoes- two (person serving of) baby potatoes in a quick cook pack that offers microwaveable convenience in just seven minutes;





    • Quick Cook Jacket Potatoes- 2 jacket potatoes in a microwaveable pack in just nine minutes, ready for you to add a delicious topping;


    Big Easy-Peel Spuds- A versatile bag of big, easy to peel potatoes in a new pack offering a range of cooking options including mashing, chipping, wedging or backing; and






  • Just Discovered- a selection of new potato varieties offering consumers the opportunity to try different tastes and textures. This selection also includes tasty recipe ideas for each new variety.



    • Lewis Cunningham, Wilson's Country managing director, commenting on the new retail packs, says: "As a business we have always been to the fore in promoting the nutritional goodness of potatoes.



    "But now we are also committed to making them available in more versatile and convenient packs while, at the same time, offering different taste experiences from the many different potato varieties now available from our extensive network of growers.



    "Where fresh produce is concerned consumers are driven by the desire to buy on the basis of quality, taste and value-for-money. Increasingly shoppers are reducing the amounts of produce they buy, so as to cut back on waste. This is a factor that we have to build into our plans for the future."



    Mr Cunningham also commented that current economic conditions had led more consumers to prioritise their spending and to cook more at home.



    "But this doesn't mean we can take it for granted that potatoes will be chosen every evening. While there are strong indications that our love affair with the potato hasn't ended our focus groups and market research have shown that they want different tastes, easy cooking convenience and greater choice.



    "We responded to these market trends by developing a new and exciting range of potatoes that widens choice for consumers. Some are specifically suited to boiling, others for roasting and for making chips. Two potato packs will help reduce waste. Different varieties offer new textures and tastes. Microwaveable packs will provide greater convenience for consumers.



    "Again with waste in mind, we've developed smaller packs, such as the 400g baby potato pack. Our research shows that 7.5kg and 5kg are now seen as being too big for many families. Encouragingly, our research also shows that families with young children are increasing their potato consumption levels."



    Wilson's Country is now the biggest potato packer on the island of Ireland. Customers include Tesco, Dunne's and SuperValu. Around 25 per cent of current sales are to the Republic of Ireland.


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