Albert Bartlett has celebrated its tieup with the new Minecraft movie with an April Fool’s joke featuring square potatoes.

The Airdrie-based supplier issued a press release on 1 April ‘unveiling’ the development of square potatoes, which it claimed followed years of development and meant supermarkets and consumers could stack them in the most efficient way.

The announcement of the new Rooster variety was praised in the release by Michelin star chefs Michel Roux Jr and Stevie McLaughlin, while head chef of restaurant Andrew Fairlie at the prestigious Gleneagles Hotel dubbed them ‘Bartlett Blocks’. 

Once midday had passed on 1 April, Albert Bartlett confessed the stunt was actually a playful nod to its partnership with A Minecraft Movie, which launches in the UK this week.

Paddy Graham-Jones, procurement director at Albert Bartlett, said: “Our real potatoes are already perfect—naturally delicious, fluffy, and packed with flavour, just the way they are.”

Albert Bartlett’s on-pack competition linked to the movie runs until 6 April.