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Time is of the essence for Wilson’s Country Ltd £250K deal for new ‘You Say Potato’ convenience flavoured potato range with Tesco Northern Ireland

One of Northern Ireland’s longest-standing heritage businesses has further cemented its relationship with Tesco Northern Ireland by signing a quarter of a million Pound listing deal for its newest range of products.

Potato producer, Wilson’s Country Ltd, which employs over 70 staff at its Armagh headquarters, has introduced a new line of convenient, pre-cooked, dressed potato packs – available just in time for the May bank holiday.

The hand crafted range has been created in response to consumer demand for convenient and healthy meal solutions and complements Wilson’s highly regarded Local Favourites varieties as well as its full suite of baking, mashed, whites and peeled potatoes.

In a first for the category, the four-strong range of flavoured potatoes are all pre-cooked. Garlic & Herb and Tomato & Basil pouches for microwave and Spicy Wedges and Garlic & Herb Diced potatoes for the oven, this dramatically reduces cooking time to just 3 ½ minutes in the microwave and from 40+ minutes to just 15 in the oven.

The listing represents a 3.5 per cent increase to the value of Wilson’s existing deal with Tesco Northern Ireland, which has been in place since 1997. Wilson’s delivers in the region of 20,000 tonnes to the local retailer every year and as a result of this new range, has invested more than £200,000 back into its business and staff.

Sean Largey, commercial manager at Tesco Northern Ireland, said: “We’ve enjoyed a 20-year relationship with Wilson’s so we’re naturally delighted to be the first retailer to house the ‘You Say’ convenience range on our shelves.

“The Wilson’s brand is a heritage business and one we’re proud to be in partnership with – not just because of the legacy and duration of the relationship but because of the quality of its products, which never waivers.

Angus Wilson, CEO of Wilson’s Country Ltd, said: “We started off, like many, from the family farm, producing just a few lines to serve a rural community but over 30 years have grown the business beyond all expectations.

“We are passionate about potatoes and have invested time and money in a strong team and new product lines, to continually reinvent the Northern Irish consumer’s love affair with potatoes. The newest range is our first foray into pre-cooked, convenience products and we’re pleased we’ve hit the ground running with a category first. We listen to consumers and so does Tesco – we hope the range is going to be a huge success because it is ticking all boxes – flavour, quality, health and convenience.”

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