Bags of potatoes grown by flood-hit producers are carrying special blue stickers to encourage shoppers to buy them despite their less-than-perfect appearance.
Potato growers â€“ mainly those in Lincolnshire, Norfolk and parts of Yorkshire â€“ have been badly hit by crop damage after suffering the worst flooding since 2012.
Tesco said it will sell packs of potatoes grown in the region from this week with the blue sticker, which reads: â€œIâ€™m not looking my gorgeous normal self but I still taste great. Buy me and support British farmers affected by the floods.â€
It follows a move by the supermarket to widen the specifications set by retailers governing the overall look and quality of fruit and vegetables.
Tesco said the potatoes could be slightly misshapen, with blemishes and discolouring.
Around 60% of Tescoâ€™s premium quality potatoes are grown in the East of England.