Greenvale’s premium potato brand Golden Kings has returned to Sainsbury’s stores nationwide.

The relaunch, which began on 3 June 2026, marks a key step for the brand as it looks to build on recent growth and appeal to younger shoppers.

Golden Kings is known for its golden-yellow potatoes, buttery flavour and consistent size and shape, with Greenvale positioning the range as a more reliable and distinctive alternative within the potato category.

The supplier said the brand has delivered consistent rate-of-sale growth over recent years and is helping to bring fresh relevance to a category that has traditionally found it harder to engage younger consumers.

Golden Kings’ marketing has also helped set it apart, with bright packaging, a bolder tone of voice and digital campaigns fronted by its potato ambassador Kingsley.

Greenvale head of brand and marketing Katy Pook said: “We’re incredibly excited to see Golden Kings return to Sainsbury’s.

“Consumers are increasingly looking for products that deliver quality they can rely on, and Golden Kings does exactly that through intensely buttery golden potatoes, consistent size and shape, and exceptional taste.

“In a category where inconsistency is often accepted, we’re proud to be bringing a fresh perspective and helping more shoppers rediscover the joy of cooking from scratch.”

Greenvale said the brand is focused on encouraging more culinary exploration and showing how potatoes can play a central role in modern cooking.

Greenvale head of retail John Woolcott added: “Golden Kings brings something genuinely different to the fixture.

“The golden colour, distinctive buttery flavour, consistently larger size and shape and strong consumer appeal make Golden Kings a valuable addition for retailers looking to attract new shoppers into the category and drive growth.

“It’s a brand that’s proving potatoes can still surprise, excite and entice new consumers.”

Golden Kings is currently available in Asda and is now stocked in Sainsbury’s stores nationwide, with an RRP of £2.