Sweeter varieties are driving demand among UK blackberry consumers as Aldi prepares to launch 100 per cent British range with suppliers including Driscoll’s
Aldi is expecting sales of British blackberries to be up by 20 per cent as it prepares to promote a 100 per cent British range of sweeter varieties in partnership with its primary soft fruit supplier Driscoll’s.
The British blackberry season has already begun at some Aldi stores, before rolling out nationally from 21 May.
The range is expected to grow consumer demand thanks to selected varieties bred for a sweeter, less tart taste.
“We expect our blackberries to taste better than ever this season,” said Aldi UK chief commercial officer, Julie Ashfield.
“By working closely with our British suppliers to improve sweetness and consistency, we’re making sure customers can enjoy the very best of homegrown fruit and keep coming back for more,” she said.
Driscoll’s customer development director, James Crook, said: ”By working closely with Aldi, we are able to grow and harvest fruit at the optimal moment, delivering British blackberries that are naturally sweeter, more succulent, and consistently high quality throughout the season.”
Last year, Aldi said it sold more than 228 tonnes of blackberries, equivalent to 1.5 million punnets.
The discounter also recently confirmed it plans to increase the number of long-term agreements with UK produce suppliers, aiming to secure at least 50 per cent of its domestic produce through long-term partnerships by the end of 2027.
