Buried British treasure: Sainsbury's digs up a new British potato for summer

This year, Sainsbury's is launching a new British potato variety, offering consumers the exclusive opportunity to enjoy a home grown favourite throughout the summer months. Highlighting Sainsbury's commitment to sourcing British products when in season, the Taste the Difference British Gems are a great introduction which extends the season until late summer.

Grown in East Anglia and the West Country, the new potatoes go from field to store in less than 48 hours, ensuring they can be enjoyed at their very best. The fresh British Gems has a buttery flavour with a firm texture and delicious thin skin. Ideal for summertime eating, the British new potatoes are perfect in a classic potato salad or salad nicoise.

Julien Roberts at Sainsbury's said: "We are confident the new variety will be perfect for any summer spread. Committed to offering a fresh choice of British fruit and vegetables, we anticipate this to be a popular addition to the Jersey Royal season with the added benefit of being home grown.

"At Sainsbury's, we continue to work closely with our growers to offer exciting new varieties that we're confident our customers will appreciate and enjoy, the British Gems is one of many home grown products that we'll be offering to people's plate this summer."

Taste the Difference British Gems will be available from 1 June, priced at £3.

Notes to editor

• Sainsbury's Taste the Difference British Gems are available from 1 June 2011 in 120 stores, extending to 540 stores on 29 June, priced £3 per 1kg pack.
• British Gems are grown in Nacton, Suffolk, Taunton, Somerset and Market Drayton, Shropshire.
• Washed on the farm using a unique cascade system significantly reduces the product's environmental impact whilst improving the quality and shelf life.
• Sainsbury's is committed to offering British products at their best, when in season and when the quality meets our customers' expectations.
• Sainsbury's is the No 1 retailer for British grown Pears, Asparagus, Jersey Royals, Tomatoes, Rhubarb and Stone Fruit.