Albert Bartlett, the UK’s leading potato grower and supplier, has partnered with beloved children’s brand Supertato to launch a new on-pack promotion set to roll out nationwide from 3rd of August to 4th of October 2026.
The campaign will feature special Supertato-branded packs of Albert Bartlett Red Rooster and Butter Gold potatoes across major UK retailers, offering shoppers the chance to win a range of Supertato-themed prizes. Designed to appeal to young families, the promotion combines everyday mealtimes with playful storytelling, helping to bring fun and engagement into the kitchen.
Running across nine weeks, the on-pack mechanic is simple and accessible. Shoppers can buy a promotional pack, visit www.albertbartlett.co.uk/supertato-promotion or scan the QR code on pack, and enter their details for a chance to win. All entries will also be automatically entered into the Grand Prize draw. Prizes include:
- Grand Prize: Complete Supertato book collection, Supertato plush, and a Supertato Tonie with Toniebox
- Runner-up prizes (x5): Complete Supertato book collection
- Runner-up prizes (x200): Individual Supertato books (mixed titles)
The collaboration with Simon & Schuster Children’s Books, publisher of the Supertato stories written and illustrated by Sue Hendra and Paul Linnet reflects Albert Bartlett’s ongoing commitment to connecting with families and inspiring the next generation to enjoy fresh, versatile food as part of everyday meals. It also aligns with the wider National Year of Reading 2026 – Go All In, a government-funded initiative supported by the National Literacy Trust and publishers, which aims to reconnect people of all ages with reading for pleasure by making it feel relevant, modern and enjoyable.
Thomas McInally, Senior Brand Manager at Albert Bartlett, said: “Partnering with Supertato and Simon & Schuster is a natural and fun way to create a promotion that brings together great food and great storytelling to engage families across the UK.”
‘I love potatoes!’ says Sue Hendra co-creator of Supertato, ‘They always have superhero status in my house. I’m excited that our little spud will popping up in homes across the UK in a whole new way. Many thanks to Albert Bartlett potatoes for giving Supertato this great opportunity, I’m sure they’ll fly off the shelves!
The promotion will be supported by a coordinated communications campaign ensuring strong reach and awareness across the UK.
