Fresh Direct Expands Chef’s Choice Potato Range With Two New Premium Lines
Fresh Direct has expanded its Chef’s Choice range of premium potatoes with the launch of two new product lines aimed at professional kitchens, further strengthening its foodservice potato portfolio.
The new Salad Potatoes and Baking Potatoes follow the earlier introduction of Chipping & Roasting Potatoes under the Chef’s Choice brand. According to the company, the expanded range has been designed to deliver “exceptional taste and consistency all year round” for chefs operating in high-pressure kitchen environments.
Fresh Direct said the Chef’s Choice potatoes are selected from premium British varieties and supplied in distinctive, recyclable packaging, aligning quality positioning with sustainability considerations. The Salad Potatoes are positioned for lighter applications, described as offering a fresh, vibrant flavour with a smooth, waxy skin, while the Baking Potatoes are specified for size and performance, delivering a light, fluffy interior with a crisp, golden skin suitable for jacket potatoes.
The range has been developed in collaboration with British producer Linwood Crops. Fresh Direct said the partnership was built on extensive trials and taste testing to define a consistent specification for foodservice use. “Following extensive trials and taste tests, the partners have identified the exact specification for the very best tasting potato, exclusively distributed by Fresh Direct for foodservice,” the company stated.
Commenting on the launch, Ian Nottage, head of food development at Fresh Direct, underlined the central role of potatoes in professional menus. “Potatoes are an integral part of the menu,” he said. “Our Chef’s Choice range has been rigorously tested by chefs, for chefs – and the results have been phenomenal. These potatoes will make a real difference in kitchens across the UK.”
He added that consistency was a key driver behind the development of the range. “These potatoes provide the quality and consistency that chefs need to ensure that they create perfect dishes every single time.”
With the latest additions, Fresh Direct continues to position the Chef’s Choice range as a premium, chef-led offer designed to meet the operational and quality demands of the UK foodservice sector.
