14 DAY TRIAL // The third largest supermarket chain in the UK has a surprise for all potato lovers: the availability of Purple Majesty potatoes, which are, as their name implies, quite purple.
However, the strong purple color is not the only thing that recommends this variant of potato against its, well, paler counterparts, the Daily Mail points out.
As it turns out, aside from looking incredibly cool, the Purple Majesty is also healthier, because it contains anthocyanin, a very powerful antioxidant believed to protect against cancer.
Anthocyanin also gives blueberries, aubergines and blackberries their distinctive purple color, and is believed to have many other health benefits as well.
“In nature there are thousands of varieties of potatoes, many having deep red and purple flesh. The new Purple Majesty has been crossed from these original strains by a team of experts at Colorado University,” the Mail says.
The Purple Majesty potato is grown in Scotland. For this year, only 400 tons have been produced, which means supply will be limited.
Nevertheless, depending on how sales go this year, for 2011, Brits may expect even larger quantities of the purple potato to arrive on the market.
The fact that Halloween is drawing near is also believed to boost sales, since it will presumably make for a very tasty, cool looking and healthy food for kids of all ages.
“Creamy white mashed potato could soon be a thing of the past. Purple Majesty is set to change how the public view potatoes. Until now they have always been viewed as white, reliable – but predictable,” the head of product technology at Sainsbury’s, Liz Jarman, says.
With the arrival of the purple potato, certain foods will suddenly be much more fun.
“But no longer. We believe Purple Majesty could become the prince of potatoes, heralding the start of a long purple reign. We’re expecting sales to peak over Halloween because purple mash, crisps and wedges will be a ghoulish treat at children’s parties,” Jarman adds.
Head of development at Albert Bartlett, Gillian Kynoch, agrees said: ‘This potato is a real superhero, packing a powerful nutritional punch while tasting as delicious as more familiar varieties.”
“They perform beautifully in the kitchen, mashing, baking, roasting and microwaving to perfection, and make spectacular chips and crisps. We are delighted to be launching this amazing new potato in partnership with Sainsbury’s,” he says, praising the new variant of potato.