British shoppers are increasingly opting to buy pomegranate in pre-prepared formats rather than as a whole fruit, with 2.5 arils pomegranate seeds with surrounding tissue now being sold for each wholehead fruit.
The trend for convenience is being driven by new customers trying pomegranate for the first time, who are less comfortable handling the whole fruit than the ethnic demographic groups that have traditionally bought it.
Sales of prepared formats had increased by 15% to 20% over the past 12 months as new shoppers had entered the category, said Marius du Plessis, general manager of Israeli importer Mtex UK. They were attracted by healthy lifestyle advice and the fruit's reputation as a 'superfood' high in antioxidants, added Asda buyer Dean Hayden.
The first volume of Israeli-grown fruit enters the market this month.
The trend for convenience is being driven by new customers trying pomegranate for the first time, who are less comfortable handling the whole fruit than the ethnic demographic groups that have traditionally bought it.
Sales of prepared formats had increased by 15% to 20% over the past 12 months as new shoppers had entered the category, said Marius du Plessis, general manager of Israeli importer Mtex UK. They were attracted by healthy lifestyle advice and the fruit's reputation as a 'superfood' high in antioxidants, added Asda buyer Dean Hayden.
The first volume of Israeli-grown fruit enters the market this month.
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