Nanna Tate Launches Campaign to Reposition Potatoes as a Modern Superfood
Potato brand Nanna Tate has launched a new campaign to challenge widespread misconceptions about the nutritional value of potatoes, positioning the humble spud as a breakout superfood for 2025. Backed by research findings and a collaboration with health and fitness influencer Alice Liveing, the initiative aims to reshape national perceptions around the role of potatoes in a balanced diet.
According to a recent survey conducted by Nanna Tate, more than 70% of UK consumers do not consider potatoes a healthy food source, despite nearly one-third eating them three times a week. The research highlights a generational knowledge gap, with 68% of Gen Z respondents unaware of the vegetable’s health benefits, and nearly half (47%) wrongly believing that potatoes contribute to weight gain.
Taste remains the primary driver of potato consumption, with 30% of respondents prioritizing flavour over health. Among Gen Z, the preference for fried forms—such as chips—over nutrient-dense baked potatoes means many are missing out on the benefits of potato skin, a key source of fibre and essential micronutrients.
“Potatoes are versatile, nutritious and perfect for everything from fuelling workouts to creating balanced family meals,” said Lucia Washbrook, Sales and Marketing Director at Nanna Tate. “It’s time for people to rethink what they think they know about the potato. Many avoid potatoes because they think they’re fattening, but gram for gram, potatoes have fewer calories than pasta or rice, and they’re naturally packed with essential nutrients.”
A medium-sized potato contains approximately 23 grams of complex carbohydrates, along with important nutrients such as vitamin C, thiamine (vitamin B1), and potassium—essential for energy production and muscle function. Despite this, only 7% of respondents reported turning to potatoes to refuel after physical activity.
Nanna Tate’s campaign, supported by fitness expert Alice Liveing, focuses on educating consumers about the benefits of incorporating potatoes into active and health-conscious lifestyles.
“Potatoes are such an essential part of fuelling your body for everyone and especially for anyone leading an active lifestyle,” Liveing said. “Many people still have misconceptions about potatoes, but they are a superfood that will boost physical and mental performance.”
Nanna Tate is a brand developed by Branston, one of the UK’s leading suppliers of potatoes, blending over 50 years of agricultural expertise with a modern, nostalgic appeal. The brand aims to reintroduce the potato as a nutritional cornerstone of British cuisine, combining tradition with contemporary health and wellness trends.
Through its campaign, Nanna Tate seeks to help consumers rediscover the versatility and health benefits of potatoes and to reposition the vegetable at the forefront of modern, balanced diets.
