The Holland based company launched ‘Discovered' sweet potatoes at the Fruit Logistica Awards in Berlin last week.

They hope by packaging the potatoes more shoppers will be tempted to buy.

Edwin van Leeuwen from Valstar said "We not only sell sweet potatoes, but also the packing. At the moment sweet potatoes are loose on the shelf and hardly anybody knows what to do with them"

Van Leeuwen stated 60 per cent of South and Middle America consumers regularly consume sweet spuds but only 3 per cent, excluding the UK, of Europeans make the purchase.

He added: "The Discovered sweet potatoes are ready to conquer the European market. We select the best orange sweet potatoes from North Carolina (US). These are super healthy and we supply eight different ways of preparation on the packing in any language required. We want to teach the consumer to eat sweet potatoes"