M&S launches ready-sliced fresh avocado pots

The international marketing magazine for fresh produce buyers in Europe
Martyn Fisher

BY MARTYN FISHER

M&S launches ready-sliced fresh avocado pots

This latest move in produce's hottest category follows on from the retailer's 'baby' avocado launch earlier this year

M&S launches ready-sliced fresh avocado pots

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Marks and Spencer has this week (w/c 25 April) become what is believed to be the first retailer to launch fresh, ready-sliced avocado.

Following on its from 'baby' avocado launch earlier this year, this new fully-ripened and ready-to-go pot-packaged offering uses the same technology as is used with salad and meat products, where the atmosphere inside the packaging is adjusted to help extend freshness, and therefore prevent any browning.

M&S product developer Erica Molyneaux, said: “Customers love an avocado, but they’re sometimes not the easiest to prepare. So we’ve done the messy bit for them and created a ready-sliced, fully-ripened option, perfect for adding to sandwiches, salads or as a simple healthy snack. They’re also great for children’s lunch boxes, as both convenient and healthy.’

The nation’s love for avocados shows no signs of slowing down with sales up 20 per cent on the year at M&S.

M&S first introduced the fruit in 1968 as an ‘Avocado Pear'. The retailer said customers at first were a little confused by it, and would enjoy as a dessert with custard.

M&S Avocado Pots cost £1.50 for an 80g pack - enough to qualify as one of a consumer's 5 A Day.

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