The need

As a potato industry, we often forget to tell about how good a potato is for your health. By telling the story and informing the consumers, we contribute to a consumers healthy diet.

The concept

Potatoes are a superfood; naturally full of good nutrients. Eat healthy, feel happy! On top of that, 58 potatoes are also a light product. Because they have less than 58 calories, which is 30% less than average potatoes!



The targetgroup

People who care about their health but also enjoy eating and cooking. They know that tasty food & healthy living are a good an possible combination. We aim for the young professionals; they are conscious but busy. Money is not an issue when buying food, they concern more about how to stay healthy and enjoy their lives at the same time.

The brandstory

A strong and rather masculine brand. Easy to recognize and different in the shelf. It raises questions, but they will be answered on the package. The fresh ingredients on the pack will be recognized by the consumer who regularly cooks at home and will evoke feelings of tasty dishes and good moments. The low calorie fact is a welcome additional benefit that you get for free!


And here comes the best part of the 58 potatoes communication concept: not only are they full of good nutrients, they also have lower calories than average potatoes!

The 58 potatoes are tested by official authorities and have a proven 30% lower caloric value than average potatoes. Therefore they are allowed to be marketed as light potatoes.

Then comes the potato! No longer the starchy filler, but a superfood pur sang.

Because potatoes have lots of vitamin c and are a very good source of potassium, fibers and vitamin B6. Next to that, potatoes are very low in sodium, they have no cholesterol or fat. And the contain carious other important minerals, such as magnesium, phosphorous, iron and zinc.

Potatoes are a source of:


Helps to maintain blood pressure

Vitamin B6

A vital nutrient for a healthy nervous system.


To prevent constipation

Food source Potassium (mg)
Potato (1, 4.3 oz) 620
Broccoli (1 med stalk) 460
Banana (1 med) 450
Tomato (1 med) 340
Orange (1 med) 250
source: Potato Nutrition Handbook 2015,
"Potatoes are the largest, most affordable source of potassium in the produce department"

The scientific background of low calorie sunliteĀ® potatoes

Official claim for light potatoes

Potatoes differ in their energy value depending on the variety and growth conditions. A claim referring to a product’s reduced energy value can only be valid when the actual energy content of that product is at least 30% less than the average energy value of the product category to which the product belongs.

The average caloric value of fresh boiled potatoes is 83 kcal/100 gram, meaning that the standard caloric value of SunLite® potatoes is determined at 58 or less kcal/100 gram.*

Legislation in europe

European Commission Regulation 1924/2006: ‘A claim stating that the content in one or more nutrients has been reduced, and any claim likely to have the same meaning for the consumer, may only be made where the reduction in content is at least 30% compared to a similar product.’

This regulation applies to all nutrition and health claims made in commercial statements.

The SunLite® concept refers to a nutrition claim with the following fundamental criteria:

  • the content must not be misleading
  • the content must not conflict with generally accepted nutrition and health principles
  • the products have to contribute to people’s healthy nutrition in general
  • the products have to display a complete nutritional value label

SunLite® potatoes meet those criteria and therefore, SunLite® potatoes are marketed to consumers based on an officially allowed claim,  indicating their lower caloric value  compared to the average of the product category potatoes.


Scientific foundation

The lot samples which are likely to fit the SunLite® specifications are measured in a certified laboratory using 6 official protocols (see table).

The nutritional characteristics which contribute to caloric value (kcal) are protein, (available) carbohydrate, fibre and fat. So, if content is expressed as g/100 g of product:
kcal (/100 g) = (4 x protein) + (4 x available carbohydrates) + (9 x fat) + (1,5 x fibre)


Hzpc quality measurement and guarantee

The SunLite® concept promises good quality potatoes with a proven lower caloric value. Therefore growing guidelines and quality measurement are an essential part of the SunLite® concept.

  • Cultivation in the right soils and circumstances.
  • Meet defined cultivation conditions and follow specific instructions.
  • In the final cultivation phase (before haulm killing), samples are taken to determine the optimal harvest time in order to obtain the intended caloric value.
  • Time to harvest.
  • Final check on caloric value.


Variety selection is essential

We currently have three varieties in the HZPC range which are ideally suited for the SunLite® concept. Next to choosing the best variety, it’s important to select fields with the required soil types, the availability of irrigation and follow the fertilization advice in order to obtain SunLite® specifications.