Tesco, the UK's largest retailer, will have a new apple on its shelves this week with the launch of the Rubens variety.

The apple, a natural cross between a Gala and an Elstar, is noted for its unique, easy-to-bite flesh that has earned it the nickname 'easy crunch' apple.

Developed in Italy, the Rubens variety was brought to the UK in 2007 by Tesco's grower of the year Nigel Bardsley, with 100,000 trees planted to date and a further 40,000 trees being planted this autumn.

Around 800,000 apples will be produced this season, Tesco said, with Rubens supplied by Norman Collett Ltd.

'The launch of the Rubens in the UK is a major coup for British apple growers because it opens the market up fro people who like to experience a new taste sensation,' said Tesco apple buyer David Croxson.

'When you bite into one, chunks of flesh simply come away easily, making it nearer to a pear than to an apple in texture,' he continued. 'The Rubens will be put before the first British shopper tomorrow (12 November) and we believe that it will soon become a classic that will be revered as much as a Golden Delicious or a Gala.'

Tesco said that a bag of six or seven Ruben apples will cost consumers £1.39 (€1.71).