Waitrose crowned best Bramley retailer after new polybag encourages sales

The award for the Best Bramley Retailer in the 17th Annual Brammy Awards has been scooped by Waitrose thanks to the launch of its new Bramley polybag.

The product was launched last September to encourage people to buy more Bramleys per shopping trip - a move that has successfully attracted new customers.

The Waitrose website offers inspiration and easy-to-follow instructions for customers on how to cook with Bramley apples, with 280 sweet and savoury Bramley recipes for customers to enjoy.

Waitrose fruit buyer David Mitchell said: "We have worked hard this year to champion the Bramley and we are delighted to have been able to introduce more of our customers to this iconic variety. Since releasing a new bag of Bramleys onto our shelves last autumn, we have aimed to inspire and educate customers with a host of different recipe ideas to try on the pages of our website. We also have more exciting plans already in place for the coming autumn.

"As a retailer, we are proud to sell such a great British product and we are really pleased that our support for the Bramley has been recognised in this way."

This year's award ceremony was held on 22 July at The Ivy restaurant in London. Bramley Apple Campaign chairman Adrian Barlow said: "It's highly appropriate that we are holding the Brammy awards here at The Ivy - a restaurant with remarkable history and one of Britain's most famous. It exemplifies the very best in English cuisine, which matches precisely what the Bramley apple is all about."


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