NEW KID ON THE BLOCK
The Challenge
The potato category has been dominated by unbranded products for decades, and innovation was needed to launch premium branded potatoes. The top 10 selling potatoes at Countdown before Lotatoes were either unbranded or from the market leader Wilcox brand.
When devising Lotatoes, T&G also wanted to retain or win-back the increasingly health-conscious consumers who often substitute potatoes for lower carb alternatives like rice, quinoa,
