Two British favourites have come together to put potatoes back on every UK dinner table.
Leading potato brand, Albert Bartlett, has today (16 February 2026) announced a new partnership with celebrity consumer champion, Kate Hardcastle MBE, to help the public both eat and budget better, with the help of the humble potato.
Statistics show fresh potato purchases have dropped from nearly 1.5kg per week in 1974 to around 320g, yet the potato is one of the most nutrient-dense and versatile foods, rich in potassium, vitamin C, vitamin B6 and fibre, Albert Bartlett said.
The new partnership will see Hardcastle become the consumer voice and work on the suppliers’ mission to Make Mealtimes Matter.
Hardcastle has appeared on over a thousand prime-time TV shows across the likes of the BBC, Channel Four, ITV and Sky with a focus on food budgeting, food waste prevention and education on shopping habits.
Hardcastle said: “Feeling confident about food shopping matters more to households than ever. People want ingredients that are dependable, versatile and genuinely good value. Potatoes have always earned their place in the kitchen for exactly that reason.”
The partnership comes as interest in potatoes is resurgent, with more than 2.2bn views of potatoes recipes on TikTok. The new Make Mealtimes Matter campaign will focus on the nutritional benefits, simplicity and affordability of cooking with fresh potatoes.
John Hicks, brand and marketing director at Albert Bartlett, said: “With 88% of Brits reporting the cost-of-living crisis is their biggest concern, potatoes are the most cost effective way to put a healthy meal on your table.”
You can now secure your tickets to the Convenience Awards 2026!
Join us on 11 March in Liverpool to celebrate the entire convenience community.
See this year’s finalists and book your seat here.
No comments yet