Apples and pears are being linked together in a bid to boost consumption in Sainsbury's.
Neil Gibson, apple and pear buyer, said the retailer had been offering consumers the opportunity to buy a polybag of Cox apples and a polybag of Conference pears for £2.50.
He said: "It's not a deep cut deal, but it is designed to encourage people to buy into both British products. It's the first time we've linked apples and pears together like this and its something we're looking to do more of."
The five-week deal had seen sales uplift of around 50 per cent in the first week he added, and he was also planning to advertise the promotion on cartons of milk.
"I'm interested to see what effect linking the deal with a milk media campaign will have," he said. "We're hoping it encourages people to buy both products more often.
Another plan to link apples and pears will be carried out on Sainsbury's Season's Best offer, he said. Packs of Winter Wonder apples will be linked with packs of Concorde pears in a two for £3 promotion.
Plans were underway to develop the Season's Best offer further, he said: "It gives us greater flexibility and allows us to take on smaller pockets of fruit. We can source more unusual varieties, as long as it tastes good."
