The North Carolina Sweet Potato Commission has announced a new partnership with Co‑op to introduce Sweet Majesty purple sweet potatoes to its convenience stores for the first time.
Available from this week, purple sweet potatoes offer a dense, slightly drier, starchy texture, making them ideal for roasting, mashing or adding a deep colour to dishes like curries and soups.
Newly released 2026 market insights have revealed UK consumers are actively seeking out vibrant, nutrient‑rich produce, so much so that searches for ‘purple sweet potatoes’ have climbed 33% in the past year.
The new offer, which joins Co-op’s Irresistible limited edition own brand range as a twin-pack priced at £2.50, offers UK shoppers a vibrant, nutrient‑dense root vegetable grown and supplied by Millstream Farms in North Carolina.
Kate Byrne-Fletcher, Co-op’s head of commercial, said: “Our shoppers continue to show strong demand for healthy, nutritious options, and in produce, we’re always looking to expand choice and add newness to our fixtures.
“We’re delighted to be launching these limited‑edition purple sweetpotatoes in our stores, which brings something truly different to our range whilst delivering versatility and added health benefits for customers.”
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