American food distributor Innovative Bites has launched tinned pumpkin into UK retailers in time for the run up to Halloween.
The company, which markets other US classics such as Twinkies in the UK, said it is the first time the product has been listed in the UK.
Under the brand Baking Buddy, the new product aims to promote the versatility of pumpkins, highlighting that it can be used in both savoury and sweet dishes including in soups, pies, cheesecakes, pancakes and bread.
It is available now from Sainsbury's, Waitrose and Tesco, with an RRP of £1.60.
Innovative Bites founder and owner Vishal Madhu said: 'We are proud that Baking Buddy's 100% Natural Tinned Pumpkin really is just that – 100% natural pumpkin, containing no artificial flavourings or sugars. Taking all of this into account, it's a real mystery that we are the first supplier to bring a tinned version to the UK.
'As we move into the autumn and head towards Halloween, we are expecting buoyant sales of this exciting new pumpkin product – and look forward to seeing more and more consumers enjoying it as a cooking ingredient.'
Madhu said that pumpkins originated in South America where they are enjoyed year-round in multiple formats, including puréed in soups or stews or as a filling in empanadas.
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