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Brief Published: 12 May 2014

Waitrose Retails Bubblegum-Flavoured Berries

Extra

UK supermarket brand Waitrose is retailing bubbleberries – a variety of heritage berry native to Europe – for a limited run of five weeks. Exclusive to the supermarket, the bubbleberry – or fragaria moschata – is reminiscent of a small strawberry, but tastes like bubblegum.

Consumed during the 19th century, bubbleberries were popular before falling out of gastronomic favour. Reviving the fruit for a modern-day audience, Waitrose recommends serving it with ice cream and marshmallows or melted white chocolate.

"This is one of the most aromatic berries we have sold at Waitrose," explains Waitrose berry buyer Nikki Baggott. "The bubbleberry has an incredibly strong perfume, which will take you straight back to your childhood. They have an incredibly familiar taste, which is much more likely to be found in a sweet shop than the fruit and vegetable aisle."

To surprise and delight consumers with unusual product variations, we're seeing the proliferation of exotic, hybrid and engineered fresh produce in-store. "This is reflecting a wider 'flavour mash-up' trend across the entire food and drink industry, where traditional products are given an unusual, sometimes challenging, flavour twist,"says Mandy Saven, head of Food, Beverage & Hospitality at Stylus.

For more on new-format fruit and vegetables, and how brands are utilising them to create standout products across food and beauty, see Strange Fruit. For further research into health-infused fresh produce, see Health-Boosting Hybrid Tomatoes.

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