Asda is introducing a Christmas element into Hallowe'en this year with the launch of a snow white pumpkin.
The vegetable, which is being exclusively grown for the retailer in Upwell, near Wisbech, is similar to traditional pumpkins and can be cooked, or carved, in a similar way.
The retailer said the 'Snowman Pumpkin' was designed to encourage consumers to experiment with the vegetable.
It said focus groups had shown that although sales of pumpkins soar from mid-October onwards, the number of customers actually cooking it is minimal.
Jonathan Moore, an Asda innovation chef, said pumpkins starchy nature makes them an extremely versatile vegetable, and rather than sticking to traditional pies, risottos and soups, consumers could be roasting, pureeing and even including pumpkin in spicy Thai-style curries.
He said: "They are also an excellent source of vitamins and minerals, and with only 36 calories per 100g, they are definitely a vegetable to invest in."
Last year, Asda managed to sell more than three quarters of a million pumpkins, this year, the retailer said it is hoping to top one million.
