UK’s First Purple Potato Launched at Sainsbury’s

The new potato, called Purple Majesty, is packed full of goodness and rich in anthocyanins because the potato is purple throughout the flesh, not just the skin. Anthocyanins put the rich colours into blueberries, blackberries, and aubergines.

Oct 6 2010 --- Britain's very first ever fully purple potato - ideal for making deep purple chips, purple mash and purple roasties has gone on sale at supermarket Sainsbury's.

Vivid purple inside and out, this unique vegetable will change forever the traditional appearance of meal times for millions of people in the UK, the retailer claims.

The new potato, called Purple Majesty, is packed full of goodness and rich in anthocyanins because the potato is purple throughout the flesh, not just the skin. Anthocyanins put the rich colours into blueberries, blackberries, and aubergines.

Liz Jarman, head of product technology at Sainsbury's, said: "Creamy white mashed potato could soon be a thing of the past."

Naturally grown and harvested by Albert Bartlett in Scotland, the new style potatoes keep their purple colour even after being boiled and mashed. They arrive on the shelves just in time for Halloween.

They make excellent mash, baking potatoes, roasties - and spectacular chips and crisps. They can be boiled or micro-waved.

Scientist at Colorado University bred the potato naturally from a traditional variety. In nature there are thousands of varieties of potatoes, with many having developed deep red and purple colours. Purple Majesty is a naturally occurring variation crossed from these original potatoes.

Just 400 tonnes have been harvested this year, so supplies will be limited, but plans are underway to boost crop volumes next year.

Liz Jarman, head of product technology at Sainsbury's continued: "Purple Majesty is set to change how the public view potatoes. Until now they have always been viewed as white, reliable - but predictable. But no longer.

"We believe Purple Majesty could become the prince of potatoes, heralding the start of a long purple reign.

"We're expecting sales to peak over Halloween because purple mash, crisps and wedges will be a ghoulish treat at children's parties."

Gillian Kynoch, head of development at Albert Bartlett, said: "This potato is a real super hero, packing a powerful nutritional punch while tasting as delicious as more familiar varieties. They perform beautifully in the kitchen, mashing, baking, roasting and microwaving to perfection, and make spectacular chips and crisps. We are delighted to be launching this amazing new potato in partnership with Sainsbury's."

Sally Bee, celebrity cook and author of top selling healthy cookbook, 'The Secret Ingredient', has linked up with Albert Bartlett to demonstrate the new variety. Sally's focus on healthy eating makes her a perfect ambassador for Purple Majesty potatoes. Sally Bee said: "These gorgeous potatoes are packed full of colourful nutrients and are a great way of boosting my family's diet", she says. Sally's recipe booklet will be available free in Sainsbury's stores.

Purple Majesty potatoes will cost £1.50 for 1.25 kg. They will on sale in 100 Sainsburys stores across Scotland, London and the South East from today.