The bags, which are retailing at £2.49, feature a window to view the produce and are already being used for peaches and nectarines. The fruit is secured in moulded polystyrene tray-packs inside the bags.

Tesco fruit buyer Steve Rudge said: 'We wanted to package it differently so that the fruit could not be confused with those in standard punnets.

'Sales have been extremely successful, but to take it to the next level we know we need to be more competitive. We also know the packaging does need to be improved to ensure it is more durable on the shelf.

'Paper bags improve respiration and prevent sweating. Our tests have shown that this way, the fruit lasts longer.'

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