Co-op is marking the start of the British tomato season with a new produce offer celebrating the diversity of the UK’s fresh varieties as well as supporting growers.
The retailer has launched a trio of lines into its premium produce offer in time for the new season, which runs until August. A new Best in Season pack (400g £3.50) featuring a diverse mix of tomato varieties selected by growers celebrates the most flavoursome British seasonal tomatoes, with each pack featuring at least two different varietiesgrown across Essex, Cambridge and Hertfordshire.
The varieties in pack will flex and change based on the grower’s selection on what’s performing well.
Two additional new premium varieties have also been introduced - Irresistible Sugardrop Tomatoes (225g, £2.45), a sweet, juicy tear or berry shaped British tomato, which has landed at Co-op in a convenience retail first after only previously being available in two other retailers. In addition, the new Irresistible Piccolo (225g, £2.45) variety - a small, round cherry tomato with a rich, intense, sweet taste – will also join the range.
Charlotte Lonsdale, technical manager for Co-op, said: “As a convenience retailer and longstanding supporter of British growers and farmers, championing home-grown produce on our shelves is important to us. Snacking tomatoes continue to grow in popularity and our new offer celebrates the very best of the season and provides the breadth of choice and newness that we know our members and customers are looking for in this category.”
The new lines join the retailer’s premium Irresistible range, which has received a new look and packaging design, which sees a transition away from plastic to recyclable cardboard and a plastic top seal which can be recycled kerbside, saving 77 tonnes of plastic a year.
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