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Sweeter varieties could be at the forefront of driving blackberry sales in future, Berry Gardens has predicted.

The blackberry category is currently worth some £30 million, a rise of 8.6 per cent year on year [Kantar Worldpanel, 52 w/e 19 June]. Penetration is now at 12.5 per cent, with frequency of purchase at 4.3 times a year.

Berry Gardens told a media briefing at Fruit Focus that sales of sweeter Driscolls Victoria blackberries have more than doubled to 99 tonnes this year, and other new varieties are also coming into the category. 'Several Berry Gardens members are investing significantly in the variety and retailers' appetite for Driscolls Victoria continues to drive the market,' said chairman Alastair Brooks.

'The next stage is to educate consumers that the sweeter varieties are available and blackberries are not just for cooking.'

Meanwhile blueberries have seen growth of 26.7 per cent to £295m in the past year [Kantar], with penetration and purchase frequency rising to 46.3 per cent and 11.1 times per year respectively.

'We see no signs of the demand for blueberries declining, and particularly with the ongoing trend for smoothies and juicing, retailers continue to offer a small and large pack with several customers looking at new pack options this year,' Brooks added.