Co-op has marked the British tomato season with a new produce offer designed to celebrate the diversity of the UK’s fresh tomato varieties and support growers.
The retailer has launched a trio of new lines into its premium produce offer in time for British tomato season which runs until August.
The Best in Season pack (rsp: £3.50/400g) includes a mix of tomato varieties selected by growers and celebrates the “most flavoursome British seasonal tomatoes”.
Each pack will include at least two different varieties, which are grown across Essex, Cambridge and Hertfordshire.
The varieties in pack will flex depending on the growers’ selection and what’s performing well.
The range will also include a Co-op Irresistible Sugardrop Tomatoes SKU (rsp: £2.45/225g).
Sugardrops are a trademarked variety and are “sweet, juicy tear or berry-shaped”.
The lineup also includes Irresistible Picorella (rsp: £2.45/ 225g), which are a premium British small, round cherry tomato with a “rich, intense, sweet taste”.
Both will be 100% British throughout the season.
“As a convenience retailer and long-standing supporter of British growers and farmers, championing home-grown produce on our shelves is important to us,” said Charlotte Lonsdale, technical manager for Co-op. “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. This move will save 77 tonnes of plastic per year.
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