31.03.10
Waitrose exclusively presents Pineberries:
set to be cream of the summer crop
Today (Wednesday 31st March) Waitrose launches pineberries - a Alice in
Wonderland-style fruit.
With British summer time officially here Waitrose believes this new berry, which displays characteristics of both strawberries and pineapples, will fly off the shelves.
Despite their extraordinary smell and taste similar to a pineapple, pineberries are still strawberries.
The tiny berries, which are white and covered in red pips, have the same genetic make-up as the common strawberry.
It is their fresh, juicy, sweet and acid flavour with a highly aromatic smell - more akin to a pineapple - that inspired the name ‘pineberries’.
Waitrose is the first supermarket to sell pineberries in the UK. They will be available in 45 stores nationwide for the next five weeks while they are in season.
Originating in South America, the pineberry started life as a wild variety of strawberry. It was threatened with extinction until seven years ago when Dutch farmers began growing it on a commercial level.
Each pineberry is smaller than a common strawberry measuring between 15 to 23 mm. They are grown in glasshouses, growing on coir like other strawberries.
They begin life as green berries, then become slightly white. By the time its deep laying seeds turn dark red this white fruit is ripe.
Each pineberry punnet will weigh 125g and for an introductory period will retail for£2.99 until 13th April 2010. Subsequently, the pineberry punnet will be £3.99.
Nicki Baggott, fruit buyer for Waitrose, says: “Pineberries offer our customers the chance to add a new fruit into their diet and the berries bright appearance can add an unusual decoration to sweet dishes.
"As the summer unfolds we won't be surprised to hear that our customers are inviting their friends over for pineberry pavlovas, punch or serving them up with yoghurt for a lighter alternative."
This is not the first time Waitrose has launched a new berry into the UK market. In 2008 Waitrose launched the successful Strasberry, which will also land in stores for a third time this spring.
The strasberry resembles a cross between a strawberry and a raspberry and is reputed to have a sweet and unique flavour. Strasberries will be on sale from April 7th 2010 and a 125g punnet will retail for £3.99.
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