UK fresh vegetable supplier Produce World has launched a consumer brand under the name Burgess Harvest Veg.

The range comprises a line of British grown vegetables, with the first offering being baby ruby potatoes. The brand has this week launched through The Co-operative Group.

Produce World said it is hoping the range will appeal to “foodies who consider taste and flavour essential when purchasing fresh vegetables”.

“Consumer insight has driven the development of the Burgess Harvest Veg brand and the baby ruby potatoes meet consumer expectations with a quick-cook time and vibrant colour, which will liven up meal times,” Produce World marketing director Andrew Ovens said.