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MountainKing Potatoes Begins Butter Russets Rebrand


Houston, Texas-based MountainKing has launched a rebrand of one of its gourmet varietals with the introduction of its Butter Cream Potatoes, available in three-pound poly mesh bags.

“Formerly branded as Butter Russets, the name ‘Butter Cream Potatoes’ better aligns with the qualities of the high-flavor, yellow-flesh variety known for its natural buttery and creamy flavor,” said Andreas Trettin, marketing director for MountainKing.

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

MountainKing’s new Butter Cream potatoes are available in 16 No. 3 bales or 100 count high-graphic half bins. The three-pound mesh bag, preferred by a growing percentage of shoppers, contains eight-10 servings. The company will eventually transition the five- 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 potato is a natural, non-GMO variety.

Trettin adds 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 percent in the past 52 weeks, according to the research firm, IRI.

MountainKing Potatoes is a grower of high-flavor potato varieties. Currently, about one million U.S. households enjoy MountainKing russets and gourmet varieties every week.

To learn more, visit mountainking.com.

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