Somerfield is aiming to boost its soft-fruit sales with an increased focus on the category throughout the store and in promotional material.

The retailer has launched a 100 per cent free offer, which is currently running on strawberries, with 400g of the fruit for sale at £1.99. The deal is being highlighted in the retail chain’s in-store promotional leaflets. The category as a whole is also being given a greater presence at the point of sale and also in the Somerfield magazine.

A spokesman said: “Soft fruit has been a huge growth area for us and we intend to build on that this year. Our February magazine is full of soft-fruit information and recipe ideas for our customers. We’re taking every opportunity to grow the market.

“We more than doubled our sales of strawberries last year and we also saw very strong growth in raspberries and blueberries.”

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