Waitrose has reported a boom in blackcurrants and redcurrants as consumers shun traditional strawberries and raspberries.
It is also to release a number of new products including yellow raspberries as it looks to increase interest in the soft-fruit category further.
Sales of redcurrants increased by more than 264 per cent since last year and blackcurrants more than 120 per cent. Gooseberries have also been popular, seeing an increase of over 15 per cent in the last four weeks.
To meet customer demand for the “unusual hedgerow treats”, Waitrose is also launching new limited edition yellow raspberries, Amber raspberries and fragrant Rose strawberries over the next few weeks. Waitrose has also recently launched the new exclusive Dessert Blackcurrant as a sweeter alternative to the regular blackcurrant.
Waitrose soft-fruit buyer Nicki Baggott said: “The increase in sales of forgotten British berries can be put down to a warm summer, meaning more al fresco dining, which encourages Brits to create a variety of lighter dishes with fresh berries.
"We’ve seen an increase in customer demand for soft fruits, ever since we launched pineberries at Waitrose in April this year. The customer is looking for the taste of something traditionally British, and of course, summery when the weather is this good.”
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