Birds Eye has launched Sweet Potato Waffles, following research which suggests that sweet potatoes have “perceived health benefits over potato alternatives”.

The product is a mixture of sweet potato and white potato mash and is said to be gluten-free, vegan, and made with “no artificial colours, flavours or preservatives”.

The brand said that sweet potato products are typically more expensive than traditional alternatives, which “help to bring additional value to the segment and increase basket spend”.

Pete Johnson, general marketing manager at Birds Eye, said: “Birds Eye Sweet Potato Waffles give people a new option at teatime and perhaps adds a new vegetable to the plate in a trendy twist of a family favourite.

“This product allows retailers to harness the love for waffles and sweet potato by offering an instantly iconic product from a recognised brand.”