Consumer interest in rhubarb as a flavour has apparently led to a growth in demand for the fresh product itself
Tesco has reported record demand for rhubarb, noting a 200 per cent increase in sales during the so-called ‘forced’ season of January to March.
According to reports in several British newspapers, Norfolk-based supplier Place UK has itself seen a 170 per cent increase in demand for forced rhubarb during the past six years.
Tesco buyer Paul Curtis commented: “Rhubarb has very much become the flavour of the moment and besides being a classic dessert in crumble form with custard, is now considered one of the most popular flavourings and scents in many food, drink and household products.”
Forced rhubarb production has traditionally been concentrated in an area of West Yorkshire known as the rhubarb triangle, where recent investments have seen the industry expand.
But the product’s growing popularity has apparently prompted other companies to produce it elsewhere in the country – Place UK now grows more than 25 tonnes of early-season forced rhubarb each year.
The group’s Dan Yordanov said: “Rhubarb is a tremendously versatile vegetable, and we’re not surprised to see it now gaining popularity in a wide variety of food and drink products.”
