The UK’s largest supermarket operator, Tesco, has re-launched its peach and nectarine lines under the ready-to-eat banner in an effort to better satisfy consumer demand.
The innovative move comes in response to a recent shopper survey which revealed that many consumers want to eat peaches and nectarines immediately, as a snack, rather than wait for the fruit to ripen at home.
By leaving the fruit longer on trees, Tesco claims its growers across Europe are now producing better tasting and sweeter peaches and nectarines, which are soft enough to eat straight away.
“The aim of the new ready-to-eat range is to offer delicious tasting peaches and nectarines of the very highest quality to the maximum number of Tesco shoppers and at an affordable price,” said Paul Beaumont, managing director of Direct Produce Supplies (DPS), one of Tesco’s leading stonefruit suppliers.
DPS has been working with French, Italian, Portuguese and Spanish growers for around 18 months to complete the project.
Punnets of ready-to-eat peaches and nectarines are available to buy at Tesco stores nationwide during the main European production season, which runs from June through September.
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