The store's 200g and 400g prepared fruit packs will be introduced across eight lines on-shelf on August 5.

Developed jointly by Tesco's commercial and technical teams, and Gateshead-based prepared fruit supplier Paradise Foods, the square packs represent a major switch in retail thinking – until now, all prepared and pre-packed fruit has been sold in round punnets or bowls.

Paul Bidwell, Tesco's organic fruit buyer, has been at the forefront of developments. 'I think this is going to take the market by storm,' he told freshinfo. 'There are a number of reasons we have gone to square packaging. Firstly, they are easier to stack on the shelf and less wasteful of space. They also display the product very well. In round punnets, labels tended to obscure the product and not all of the product was on show. Another important factor is that fruit is less pressured – round punnets featured a narrower bottom section, and the heavier volume of fruit at the top pushed down on the fruit below.' Tesco will also be introducing angled shelves in some stores to further optimise the customer's on-shelf view of the fruit.

'We have spent money jointly with Paradise Foods on consumer research, which has shown us that the main purchasers of prepared fruit are our cash-rich, time-poor customers,' added Bidwell.

'Therefore we have produced a range that is suitable for everyone. We will keep the 750g round punnets, as they offer good presentation potential for families.' Bidwell feels this is an innovation that others will follow. 'In my opinion, the prepared fruit market is going to see a great deal of development in the next year. We have seen the expansion of the pre-packed salad market in the last few years and fruit has similar potential.' Bob Peacock, of Paradise Foods, agreed. 'There are other consumer benefits to be gained from this,' he said. 'The chilled foods market has moved towards square products in the last three or four years, to reduce the pressure on consumers' refrigerator space – for example with square juice bottles and milk Tetra Paks.

'This industry has got used to the round bowls and it takes a brave company to do – it is a major investment to go to a ceiling head. Tesco, with this venture, has shown its determination to execute a vision – one of pre-packing fruit to meet the consumer demand for naturalness, convenience and eatability and linking into today's lifestyle.

'It is a huge expression of confidence in the prepared fruit market, which really has only touched the tip of the iceberg.' The eight lines to be squared up next week are: fresh mixed fruit salad; fresh mixed fruit; melon medley; golden pineapple; and four new lines: truly tropical fruit; fresh citrus selection; fresh Indonesian style fruit; and fresh Indian style fruit.

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