Consumers in London will be offered free blueberries and can claim a free ride in a blueberry-branded taxi this weekend to help mark National Blueberry Day.
Taking place on Saturday 13 August, the event will be supported with social media activity, with the public urged to share the “blueberry buzz” under the hashtag #BlueberryDay.
To claim the free taxi ride, blueberry fans must take a selfie with the Blueberry Day taxi and upload it to Twitter, Facebook or Instagram using the campaign hashtag. Tastings will take place across central London in Angel, Highbury and Islington, Kings Cross, Shoreditch and Spitalfields.
The UK blueberry market is now worth nearly £300 million, according to Kantar data, with Brits estimated to eat just over 32,000 tonnes of the fruit every year.
Blueberry penetration is also growing as research shows a third (32 per cent) of 18-24 year olds ate blueberries as a child, compared to only eight per cent of those aged over 55.
