Retail descriptions to encourage the customer to buy have always been fascinating, and there is every indication to suggest that marketing departments are working even harder to come up with concepts far beyond the likes of ‘sweet and juicy’, or ‘crisp and fresh’.

Marks & Spencer has taken a new tack with several glowing examples. From a region which grows more red apple varieties than most, it describes the four fruit grown in the South Tyrol at two for £3 as “looking great in the fruit bowl”, and French Jazz at £2.99 for eight as “an apple with attitude”.

Fresh young Super Spinach at £1.79 for 200g, which is now displayed alongside an illuminated shelf sign that previously identified watercress, carries the message that the Spanish crop packed in the UK is grown in selenium-enhanced soil which helps create a healthy immune system.

Tesco is stocking carrots in its Finest range from a more distant source than East Anglia, namely Guatemala at £2 for 150g. The products are enhanced by the term Baby Tendersweet, whatever that may mean.

I have always felt that the confusing descriptions given to the various varieties and sub-brands of tomatoes also fit into the same category. At Lidl I came up with another; a 99p for 250g Spanish pack identified as Cherry Plum, representing the best of both.

No such problem with UK potatoes at The Co-operative, which stocks an exclusive variety called Corelle at £1.50 for 750g. It is described not only as “buttery with a smooth firm texture”, but also “sweet”.

The store is also scanning the world for supplies of increasingly popular butternut squash. Its display provided products from South Africa, Portugal and Argentina, while the shelf sticker included Spain.

In environmental terms, everyone is obviously keen to reduce packaging, although Tesco seems to buck the trend with its 250g Fruity Trio Pack at two for £3 is in a sealed three compartment tray, with each individually containing the fruit selection.

Collectively this represents 36 per cent each of melons and grapes, and 28 per cent of strawberries.

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