Tesco flags up Bramley apples in its pies

Tesco launched a St George's Day drive on Bramley apple pies last week, aiming to flag up a range of under-appreciated English dishes.

The move follows shopping trends that revealed Tesco customers bought £624m of locally produced food last year, smashing its target of £545m.

"Over the past 20 years, sales of English dishes have been overtaken by Italian, Indian and American cuisine," said convenience food buyer Alex Freudmann.

"We want to restore pride in England's great culinary history. On St. George's Day Tesco took the first steps to bring greater recognition to iconic English dishes."

The campaign promotes classic Brit dishes like apple pie, pork pie and beef and beer pie. Each dish carries an "English classic for St George's Day" sticker.

Freudmann said: "English cuisine doesn't get the credit it deserves and we want to restore pride. St George's Day is the perfect launch date."

Tesco recently recorded a pre-tax profit of £3.13bn for the year to February and said it would create 26,000 new jobs this year.

 


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