A six-week marketing campaign is highlighting the versatility and adaptability of baked potatoes to consumers.
The New Packed Lunch initiative from AHDB Potatoes across social media is directing consumers to the Love Potatoes website.
The website includes tips for preparing the jacket potatoes with topping suggestions. AHDB Potatoes strategy director Rob Clayton said it was aimed at people who were working from home during lockdown and looking for good value and nutritious meals.
Caterers are rallying behind the campaign, with chefs and colleges planning their own activity in support of AHDB, which will be shared across their social platforms.