UK food retailer Waitrose has today unveiled a new fruit variety that it expects to 'fly off the shelves' as the build up to summer begins.
The new 'pineberry' smells and tastes like a pineapple, but has the same genetic makeup as a common strawberry, although it differs in appearance with white skin and red pips.
Waitrose is the first supermarket to sell the fruit in the UK, and has made it available across 45 stores from today (31 March) at a price of £2.99 for a 125g punnet.
'Pineberries offer our customers the chance to add a new fruit into their diet, and the berries' bright appearance can add an unusual decoration to sweet dishes,' said Waitrose fruit Buyer Nicki Baggott. 'As the summer unfolds we won't be surprised to hear that our customers are inviting their friends over for pineberry pavlovas, punch or serving them up with a light yoghurt for a lighter alternative.'
Originating in South America, the pineberry started as a wild variety of strawberry, before Dutch growers began cultivating it at a commercial level.
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