The ‘ultimate roast potato’ that shares its name with a much-loved film character is back on British supermarket shelves thanks to huge consumer demand.
Developed by national potato supplier Branston, the increased demand seen across stores means that 87% more stock of its Nemo potato will be delivered this season compared to 2024. The Nemo, hailed as the market-leading roasting potato, has enjoyed such popularity thanks to its great taste and the fact that it cuts cooking time by 25%.
Nine years of development for the perfect roastie
This variety has been carefully developed over nine years through crossing Inca Bella and the popular, red-skinned salad variety Franceline. It was named Nemo because its distinctive pink-and-white toned stripes are reminiscent of the popular fish from Finding Nemo.
To keep pace with demand – supplying an uplift of 16 times the units of previous years – Branston has been supporting its growers in selecting the right land to deliver the volume. Likewise, factory processes have had to accommodate the increased interest, with distribution strategically managed across all three of its sites: Lincoln, Somerset and Perth.
Meeting modern consumers’ needs
Lucia Washbrook, sales and marketing director at Branston, said:
“We’re delighted to be scaling up Nemo so that more shoppers can enjoy this fantastic variety. Consumers are increasingly looking for convenience, and Nemo delivers on both taste and practicality. With a reduced cooking time, it’s a potato that not only offers a great eating experience but also meets the needs of busy households.
“Customers lead busy lives and are more focused than ever on saving energy at home. By cutting down cooking times for a staple like potatoes, Nemo helps tackle the challenges that matter most to shoppers.”
The science behind Nemo’s speed
The Nemo development programme, driven by customer demand, resulted in a potato with a significantly faster cooking time – thanks to the incorporation of an Andean phureja, with a more uniform cell structure that enables it to cook much more quickly.
Tesco backs the consumer favourite
Lucy Moss, Tesco potato buying manager, said:
“The Nemo potato has been popular since it first hit our shelves four years ago, and our customers have shown that they love this tasty variety. As the Nemo season coincides with the colder winter months and the run-up to the festive period, it’s the ideal time to indulge in comfort food that doesn’t take hours to prepare.
“We’ve worked closely with our supplier Branston and its growers to ensure we can continue to deliver a great quality potato, and this year we’ll have more than ever for our customers.”
There will be 1.2 million units of the spud favourite available in all large Tesco stores across the UK and online.
Source: Branston
Contact: For more information, contact Niamh Tracey or Kali Dennett on 0115 853 2110 or branston@cartrwrightagency.com
Image: Credit Branston