A question many people ask is how long does it take before a brand brings real sales advantage?

Currently, a number of what would have to be described as sub-species are making an appearance on shelf.

The trend was highlighted in last week’s column when Sainsbury’s was spotted labelling yellow-flesh Spring Crest peaches as Zingburst. Spanish Honeyburst yellow nectarines - which are actually Big Top, and Snowburst - white Silver Delice - have followed suit, both priced at four fruit for £2.

Another move to emphasise that stonefruit is reaching its peak is a punnet of eight Italian Royal Glory yellow-flesh peaches, described as a “family pack” at £1.50.

The same train of thought also seems to be taking place at Tesco, where Mesembrine Spanish nectarines and a variety of peach identified as UFO3 and priced at two packs for £2, have been christened “easy eaters”. As both are that distinctive flatter shape, they are probably related to what have been nicknamed “donut fruit”.

If the sun continues to shine it is also good news for melons. Marks & Spencer has come up with another in its exclusive Discovery range from the Iberian peninsula. Angello, with a refreshing tropical taste, costs £1.99.

Citrus tends to take a back seat at this time of year, but consumer enthusiasm may be jolted with M&S’s new improved South African satsuma variety, defined as “Super Sweet“ and sold for £1.99. It is, however, still only identified by the code 1950C.

There’s also plenty going on in the salad cabinet. Asda is giving living lettuce a push with British red and green Salanova and a Lollo Rosso and Biondi mix, all for £1. There was also a red newcomer called Ruffled Leaf lettuce.

M&S has a new mini Cos lettuce priced at £1.29, and Tesco has a salad twin-pack of mini cucumbers and tomatoes at £1.50. The latter are the sweet Piccolo variety.

I wonder how long it will be before cucumbers go down the named variety route?

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