Blackberries are enjoying an autumn uplift with a 61 per cent sales rise this week in Waitrose stores.
The retailer suggested a taste for crumble desserts at this time of year has driven sales of the berry, with root veg also enjoying an autumnal push, rising six per cent in volumes.
Sweeter blackberry varieties introduced commercially to Britain in 2015 have helped the category rapidly grow in the past two years. In the past 12 months volumes of blackberry sales from supermarkets have grown by 20 per cent.
Varieties like Black Magic, Karaka Black and Driscoll’s Victoria produce larger, sweeter fruits making them a standalone options for shoppers. The category has been tipped to double in value by 2020.
Waitrose are hoping sales will be expanded with the first trial of their Waitrose Rapid scheme, allowing customers within selected postcodes to have their food and drink delivered straight to their door within two hours of ordering.
