Supermarkets have been ackowledged by the trade for their strong sales performance
Supermarkets have been toasting their achievements in selling British apples over the past year.
Lidl increased the amount of British apples it bought during the 2023-2024 season, noting this defied the overall market trend. The discounter outperformed its market share, buying 18,096 tonnes from British Apples & Pears (BAPL) members.
Its purchases represent 14 per cent of all British apple sales, compared to its grocery market share of 8 per cent.
Lidl also noted that during the 2023-2024 season, it was one of only a few retailers to stock British apples 52 weeks of the year as part of a trial in selected stores.
It said it is also supporting the start of the new British apple season by offering customers 50 per cent off via the Lidl Plus app. This initiative saw apple sales jump by 51 per cent year on year on the first day of the offer, with Gala and Bramley proving most popular.
The offer, which started last week and ends on 2 October, can be redeemed multiple times and is part of a wider marketing campaign by the discounter focusing on British apples and its Fresh Promise Guarantee, whereby customers can get their money back if they’re not happy with their fruit or veg.
Richard Bourns, chief commercial officer at Lidl GB, said: “We’re delighted to receive recognition from BAPL for the increased volume of produce we buy from British growers. In a challenging year for the sector, it has been more important than ever that we back our British growers, and our significant over-index in British apple sales is testament to our ongoing commitment.
“We look forward to building on this positive development, as we roll out new varieties to ensure we’re stocking quality British apples throughout the year, whilst continuing to deliver market-leading value for our customers.”
Tesco comes out top
Meanwhile, Tesco has been celebrating being named British Apple Supermarket of the Year by BAPL.
The retailer said its most popular apple varieties include Gala and Braeburn. This year it introduced the Family Bag (1.5kg apples), which included slightly larger apples to help British growers utilise more of the crop, and for customers to enjoy a larger fruit. It pointed out that these are also great for using in the kitchen.
Ashwin Prasad, Tesco’s chief commercial officer, said: “From British orchards to our tables, our customers love delicious home-grown apples. We’re proud to work with British growers to provide the nation with more apples than any other supermarket.
“Whether it’s enjoying one as a simple healthy snack, as part of a packed lunch on the go, or making a classic crumble to enjoy with loved ones, apples have a special place in our hearts and in our kitchens.”
