Waitrose has become the first major multiple to sell fresh sloe berries.

Hampshire-based grower John Boyd is supplying the bitter berries, which go on sale exclusively in selected London stores, at £4.99 for 454g.

Boyd pitched the idea to Waitrose after a very good crop of sloes earlier this year.

“We have talked to London customers about what they want from their supermarket and one of their biggest desires was for products that reconnect them with the British countryside and the seasons,” said Waitrose fruit buyer Nicki Baggott. “Our sloe berries fit the bill perfectly.”

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