During recent years an increase in the consumption of processed potatoes products has been observed in the UK market and a parallel decrease in the consumption of fresh potatoes. This paper analyses the introduction of processed potato products in the UK market to understand its trends and the underlying reasons for its success. Results show that retailers are importantly responsible for the introduction of new potato products in the UK. Attributes such as microwaveable, on-the-go, organic, with social media presence and low or reduced-sodium have a significant and positive impact on the market success. At the same time, attributes such as light or recyclability have significant and negative effect on market success. The combination of private label and the type of packaging was non-significant. Finally, flavours are significant for the success of the products with chilli, onion, cheese cream and mint flavours show a positive impact on the market success.