Waitrose exclusively launched the Pineberry last year and now following huge
consumer demand they are back in store from 31st March. This is no April Fool, as
many thought last year.
The extraordinary berry with the smell and
taste of a pineapple flew off the shelves last year.
The tiny berries,
which are white and covered in red pips, have the same genetic make-up as the
It is their fresh, juicy, sweet and acid flavour with
a highly aromatic smell - more akin to a pineapple - that inspired the name
Waitrose is the only supermarket to sell pineberries in
the UK. They will be available in 45
stores nationwide for the next five weeks while they are in
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
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 and then
become slightly white. By the time its deep laying seeds turn dark red this
white fruit is ripe.
Each pineberry punnet weighs 100g retails for
Nicki Baggott, fruit buyer for Waitrose, says: “Last year
Pineberries were seen as an April Fools’, but these tasty little berries are no
joke. I’m sure they will be as popular as last year where we saw them selling
out as fast as we could stock our shelves.'
Notes to Editors:
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