Imperfect UK strawberries "flying off the shelves" - Tesco

Tesco has said its new Perfectly Imperfect range of British-grown strawberries has been a hit with customers this season.

Image: Tesco
Image: Tesco

Writing on the supermarket's blog, its commercial director for fresh food and commodities Matt Simister said: "Our growers have told us that they love the Perfectly Imperfect range, because it means we can take much more of the crop – 95 per cent. We love it because it allows us to make the most of the fresh produce we can sell in our stores.

"But most importantly our customers love it. We have been amazed how in such a short space of time, just how popular the range has been with customers. It's quite literally been flying off the shelves and now accounts for 15 per cent of our total strawberry sales."

He added: "The UK has some of the best and most passionate strawberry growers in the world. They have worked hard to extend our glass house strawberry season so that customers can now benefit from new season berries from as early as March. Once something which heralded the summer, we now have British strawberries which usher in the spring."

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