Minor Weir and Willis is supplying some of the first commercial volumes of Pakistani mangoes to hit supermarkets before Ramadan.
The Birmingham business has launched a new pack format selling between four and six fruits at £4-5 as it looks to mimic traditional greengrocer displays at major multiple level.
Varieties include Sindhri, Chaunsa, Black Chaunsa, Red King, White Chaunsa, Badam, Fajari and Neelam.
Commercial director Sudhir Mehta said: "Early indications are that the new format has been well received, and is attracting a new clientele who would traditionally buy the box format from corner greengrocers; with the start of Ramadan next week we expect sales to increase substantially.
"By introducing the new format and new varieties into the multiples sector we have enhanced their ethnic offer. This is a growing sector and one where supermarkets see an opportunity for growth. Since the launch of this line three weeks ago we have not seen any sales reduction on conventional mango, so this is good news for consumers, retailers and growers combined."
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