MMG is marketing an easy-peel orange in the UK for the first time this summer.
The exact identity of the Navel type from Australia is being kept a secret, but Garry Cirillo, commercial director at MMG, admitted it is not strictly speaking a new variety, but the growing technique and conditions are crucial.
He said: “In its home market in Australia, this orange is big news and has a strong following. The proof of the orange is definitely going to be in the eating. If consumer feedback is as good as we expect, we are really hopeful that we can increase volumes and introduce the variety to other growers around the world to increase availability.”
The fruit is characterised by high brix levels that give it a super-sweet taste, as well as being easy to peel. It also has the added bonus of being light on pith.
The fruit made its debut on Wednesday at 250 stores, in twin packs marketed under Sainsbury’s Taste the Difference premium brand. It is also being marketed loose in large sizes at 30 Local stores.
Last year the number of oranges consumed fell by two per cent - the third yearly drop in a row - as consumers switched to smaller, easier to peel varieties.
Sainsbury's orange buyer Peter Lyons said: "We are confident our new easy-peel orange will save our customers a huge amount of time and bother.
"This is an incredibly convenient citrus for people to peel and eat on the move or at their desks."
The season for this new rival to the satsuma should last until the end of September, but MMG is hopeful that with young trees yet to reach their full bearing potential in Australia, volumes will increase by next year.
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