Once a niche diet trend, low-carb potatoes are making a quiet comeback. With shifting consumer demands and a growing focus on tailored nutrition, could they be here to stay?
Low-carb potatoes first emerged in the early 2000s, riding the wave of diet trends like Atkins and Keto. Though interest faded as consumer preferences shifted, these potatoes are making a quiet comeback — and innovation is playing a big role.
Now, companies around the world are betting on low-carb spuds as a strategic offering for health-conscious consumers. Italian company Freddi 1926 srl recently introduced “Fit Pat,” a low-calorie potato aimed at meeting modern dietary demands.
Their bold move into the low-carb market highlights how innovation and targeted marketing could reignite consumer interest.
Where It All Began
Chad Hutchinson, global director of potato research and market support for TriCal Group, was part of a cooperative that first brought low-carb potatoes to the market in the early 2000s.
The cooperative pooled resources to grow Adora potatoes, which had 30 per cent fewer carbohydrates than standard potatoes, starting in South Florida, expanding up the East Coast, and reaching Kroeker Farms in Manitoba. The group’s efforts culminated in the launch of Sunfresh, a company that marketed these low-carb potatoes under the “Sunlite” brand.
“We saw potential to market these potatoes to health-conscious consumers, especially as the Atkins diet gained popularity,” Hutchinson says.
By the mid-2000s though, the cooperative had dissolved, and interest in the product dwindled as the market shifted.
“Consumer interest in low-carb potatoes started to fade after the Atkins diet fell out of favour,” Hutchinson says. “When COVID-19 hit, people were more focused on buying staple foods and the low-carb trend lost its traction.”
A Shifting Market, Not a Failed Concept
Although the initial push for low-carb potatoes faded, consumer interest in personalized nutrition is breathing new life into the category.
Rather than being labelled as inherently “healthier,” these potatoes are now being marketed as a solution for people managing diabetes, blood sugar levels, or specific dietary preferences.
Potatoes, even regular varieties, provide essential nutrients like potassium, fibre, and vitamin C, and studies show they can be more satiating than white rice while supporting gut health.
Low-carb varieties build on these benefits, offering consumers a way to enjoy potatoes with fewer carbohydrates, making them an appealing choice for those balancing their meals or watching their glycemic response.
Many regions outside North America have successfully marketed low-carb potatoes using this model. Australia, in particular, has seen steady success, with low-carb varieties now making up about 30 per cent of potato sales.
Building on this trend, European producers are also exploring the low-calorie potato market, anticipating that changing consumer attitudes and growing health concerns will drive long-term growth. Freddi 1926 srl’s launch of Fit Pat reflects this shift.
What it Would Take for a Comeback
As health concerns like type 2 diabetes continue to rise, the potential for low-carb potatoes in North America remains. The challenge lies in consumer education and marketing.
With their lower glycemic index, low-carb potatoes could support those trying to manage or prevent diabetes, as well as people concerned with heart disease and high blood pressure. But getting that message to shoppers requires consistent storytelling and investment.
“It’s just going to take a company willing to invest in the marketing to remind people that low-carb potatoes are still an option,” Hutchinson says.
If the momentum building in global markets is any indication, low-carb potatoes might not just be making a comeback — they could be carving out a lasting niche.
