Asda is taking the white Christmas concept to a new level with the introduction of a snowy-white coloured carrot, in time for the festive season.
The carrot - named Satin White - does not contain a trace of orange or the colour-giving compound, beta carotene, and will go on sale at Asda stores in the run up to Christmas.
According to Asda, it is sweeter and juicier than conventional orange carrots, and is so tender that it can be eaten raw in salads. It has a smoother flavour and a higher level of naturally-occurring phytochemicals, which give the root vegetable a rich taste.
It was developed and grown for Asda by a team of specialists in Yorkshire using natural plant breeding techniques and will revolutionise the UK’s carrot market, giving customers greater choice, the retailer said.
Asda carrot buyer Paul Lei added: “This is the greatest change to occur to the humble carrot for over 400 years.
“We believe that Satin White is set to become one of our best selling vegetables in the run up to Christmas - a crucial trading period for every retailer.
“It will also have a major impact upon the appearance of snowmen who at long last can have a white nose to match the rest of their body rather than brilliant orange.”
Asda said Satin White will succeed where previous attempts to revolutionise the carrot market had failed - namely purple carrots, which failed to take off after consumers discovered their colour was lost in the cooking water.
It said it would also be useful for chefs who want to ensure that the colours of food do not clash.
