Retailer has won key consumer media coverage for new melon launch, described as ‘must-have’ summer snack
Asda has launched ready-to-eat yellow watermelon into its Exceptional by Asda range and described as a “must-have snack” for the summer season.
The melon, available for £2.25/300g, is said to taste like honey, with a sweeter and milder flavour profile than red watermelon.
It is being promoted as perfect for picnics, garden gatherings or lunchboxes, and has gained high profile consumer media coverage in the last week including in Good Housekeeping and Metro.
“Our new Yellow Watermelon Fans offer a fun twist on a classic summer favourite, combining a naturally sweet, refreshing taste with a striking golden colour,” a spokesperson for Asda said.
“As a naturally occurring variety with a history stretching back thousands of years, they’re a great way for customers to discover something a little different while enjoying one of summer’s most-loved fruits, we think shoppers will love this colourful new addition to our produce range.”
Yellow watermelon is produced in countries including Thailand and Nigeria. Asda has previously worked with British grower Watts Farms to supply both yellow and red watermelon.
