'We saw sales increase by £800,000 which was 65 per cent up on last year,' she said. Schulemburg believes performance was due to a combination of factors. 'We had the support of our growers, and were able to offer a 50-per-cent extra free promotion,' she said. 'We also doubled the size of our pack to 300g, alongside the traditional 150g. Scottish Tulameen was included in our Taste the Difference range.' Sainsbury's policy is to focus on Tulameen and Glen Ample, but it is also particularly interested in a Driscoll variety called Isabel, already in store.

Results according to TNS data for the four weeks ending June 22 saw the raspberry market share in value terms rise to 32 per cent from 15.6 per cent. In 12 weeks, compared with last year, this translated into an increase from 10 per cent to a 30 per cent share.

'We have also had a wonderful summer blueberry season with fruit from Spain and France,' she added. 'Last month our market share rose from 23 to 43 per cent, similarly reflected in the wider three month period.'

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