From today, it is selling purple potatoes which carry their deep hue to the core.
The colour survives the cooking process to provide purple chips, baked potatoes and even roasties and mash - which all taste the same as the familiar creamy white type.
As a bonus, the spectacular potatoes are packed with healthy anthocyanin, which gives blueberries, blackberries and aubergines their distinctive tints.
Anthocyanin is a powerful antioxidant which protects cells from damage and so may prevent cancer. Consumption of it is also thought to have many other beneficial effects.
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.
It is being grown in Scotland by the Albert Bartlett company.
Only 400 tons have been grown this year, which means supplies will be limited, but a bigger crop is planned next year.
Sainsbury’s is putting Purple Majesty in selected stores from today, and believes they will be a particular success around Halloween at the end of this month.
The store’s head of product technology, Liz Jarman, said: ‘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. 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.’
The head of development at Albert Bartlett, Gillian Kynoch, 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.’
Celebrity cook Sally Bee, who is the author of top-selling healthy cookbook The Secret Ingredient, has linked up with Albert Bartlett to demonstrate the new variety.
She said: ‘These gorgeous potatoes are packed full of colourful nutrients and are a great way of boosting my family’s diet.’
Purple Majesty potatoes will cost £1.50 for 1.25 kg, which is around 50 per cent more than the better known Maris Piper variety.
They will on sale in 100 Sainsbury’s stores across Scotland, London and the South East.
