UK consumers are showing increasing interest in health foods, including dried fruits, Tesco has claimed.
The retail giant said the market for dried fruit, pulses, nuts and brown rice, is showing significant growth, shedding it hippy image to become one of the UK’s biggest food trends.
To meet this increasing demand, Tesco is launching a brand new range called ‘Wholefoods’.
According to the company, in the last year the UK wholefood market has grown by 20 per cent and is now worth in the region of £250 million. Dried fruits alone have soared by 852 per cent.
Tesco commercial director Carolyn Bradley said, “The incredible popularity of wholefoods is something that has rapidly grown over the last 18 months.
“Customers tell us they are more and more interested in health and eating natural foods is one more way for them to make sure their diet is balanced.
“A few years ago eating lentils and mung beans might have been considered slightly ‘out there’ but now they have entered the mainstream.”
To aid the categories development, Tesco said it has also introduced a new wholefoods diet plan to its online dieting service www.tescodiets.com.
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