MountainKing has rebranded one of its popular gourmet varieties as ‘Butter Cream Potatoes’, which are now available in three-pound poly mesh bags.

Formerly known as ‘Butter Russets,’ the new name better reflects the qualities of the high-flavor, yellow-flesh variety known for its natural buttery and creamy flavor.

“The new Butter Cream name speaks to the attributes of this yellow-flesh variety in a way that resonates with the shopper. Our research shows consumers reacted very favorably to the new name. Our sense is we’ve hit a home run,” Andreas Trettin, marketing director for MountainKing, said, cited by Blue Book Services.

The new ‘Butter Cream Potatoes’ from MountainKing are available in 16/3# bales or 100 ct. high-graphic half bins. A growing number of shoppers prefer the smaller, three-pound mesh bag, which contains 8-10 servings.

The company will eventually transition the 5- and 10-pound bags and tray packs of its Butter Russets to the new Butter Cream name and packaging.

Grown in Colorado’s San Luis Valley and packed fresh to order in MountainKing’s Colorado and Houston packaging facilities, the ‘Butter Cream’ is a natural, non-GMO variety that offers superior flavor when mashed, baked, or fried.

Trettin adds that MountainKing expanded its yellow-flesh acreage this season due to increased demand for the gourmet variety. Industry-wide, sales of yellow-flesh potatoes grew +8% in the past 52 weeks, according to the research firm IRI.

MountainKing Potatoes is a leading producer of high-flavor potato varieties in the world. Every week, approximately one million US households enjoy MountainKing russets and gourmet varieties.