Sainsbury's has reported that sales of its shallots-on-a-string have almost doubled in the two months since launching in December last year.
The French shallots, which are supplied on an exclusive basis by Rustler Produce, have a delicate pink colour and a distinctive flavour, and are sold in a majority of Sainsbury's stores hanging on a string. The traditional French way to package allium lines also ensures a longer shelf life as the shallots remain cool and air circulation avoids moisture build-up. Buyer John Maylam said: "Sainsbury's is constantly looking for new and innovative products and the shallots have proved really popular among our customers."
Rustler Produce is well known as a leading UK grower and supplier of onions, leeks and garlic and offers the product exclusively to Sainsbury's during its season from September to April. It retails at £1.89 for 500g.
A spokesman said the supplier was delighted with the success of the product at Sainsbury's so far. "We are trying to innovate as much as possible within the onion category and the shallot is a good opportunity. It is a premium product because of its flavour which is delicate and fine and the packaging format is ideal for the product as well as looking nice for storage in the home."
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