The North Carolina Sweetpotato Commission has announced a new partnership with Co‑op to introduce Sweet Majesty purple sweetpotatoes to its convenience stores for the first time.
Available to Co-op shoppers from this week, the launch reflects the Commission’s ongoing commitment to showcasing new and flavour‑forward sweetpotato varieties. Newly released 2026 market insights have revealed UK consumers are actively seeking out vibrant, nutrient‑rich produce — so much so that searches for “purple sweetpotatoes” have climbed 33% in the past year.
The new offer, which joins Co-op’s retailer’s premium “Irresistible” Limited-edition own-brand range as a twin-pack, priced at £2.50, offers UK shoppers a vibrant, nutrient‑dense root vegetable grown and supplied by Millstream Farms in North Carolina.
Rich in immunity‑boosting nutrients such as vitamins A and C, purple sweetpotatoes have surged in popularity in recent years thanks to their health‑supporting antioxidants and phytochemicals, which may help reduce the risk of chronic disease.
The launch of the product into UK stores marks a significant step in the Commission’s mission to increase sweetpotato consumption, educate consumers on the vegetable’s versatility, and reinforce North Carolina’s position as the number one sweetpotato producer in the United States.
Michelle Grainger, Executive Director of the North Carolina Sweetpotato Commission, said: “This partnership launch with Co-op allows us to introduce UK consumers to the incredible flavour of North Carolina’s ‘purple majesty’ variety of sweetpotatoes.
“Its strong nutritional credential with supported recipe content created by the Commission, offers a value-added product that should help to drive shopper interest and bring something entirely different to the market space.”
Sweetpotatoes offer a dense, slightly drier, starchy texture making them ideal for roasting, mashing, or adding a deep colour to dishes like curries and soups.
Dawn Jackson Blatner, Registered Dietitian and Nutritionist, said: “The rich colour of ‘Purple Majesty’ sweetpotatoes are a telltale sign that they’re high in antioxidants which offer powerful anti-inflammatory and heart-healthy benefits.
“Their long shelf life also mean they are an ideal pantry staple for consumers looking for versatile, healthy ingredients that can be weaved into a variety of dishes suitable for any time of the day.”
The Commission, a non-profit organisation of over 300 growers, packers, processors, and business associates, aims to increase sweetpotato consumption through education, promotional activities, research and honourable horticultural practices.
Kate Byrne-Fletcher, Co-op’s Head of Commercial said: “At Co-op, our shoppers continue to show strong demand for healthy, nutritious options, and in produce, we’re always looking to expand choice and add newness to our fixtures. We’re delighted to be launching these limited edition purple sweetpotatoes in our stores, which brings something truly different to our range whilst delivering versatility and added health benefits for customers.”‑edition purple sweetpotatoes in our stores, which brings something truly different to our range whilst delivering versatility and added health benefits for customers.”
