QV Foods creating a new potato vodka

A British potato vodka is being developed as a mass-market alternative to premium potato vodka Chase.

Potato supplier QV Foods asked visitors at this week's IFE show to rate potential designs for the 70cl bottles.

Four bear the brand name Mashed, and a fifth, marked as a vintage vodka, is labelled Tate's Great British Potato Vodka.

"Chase are doing a fantastic job, but they're looking at the high end of the market,"said QV Foods business development manager Kevin Woods. Chase, which was set up by Tyrrells crisps founder Will Chase was this week listed in 313 Sainsbury's stores (rsp: £22.50 for 70cl).

QV said it was too early to say how much its vodka would sell for but confirmed it was hoping to launch the product within the next six to 12 months. QV supplies own-label potatoes, the Gregg Wallace-fronted Inspire range and value-added potato products to supermarkets.