British blackberries have enjoyed strong sales growth in recent weeks
British blackberry growers are urging consumers to consider the ‘unsung heroes’ of the berry world more often, with the category showing huge growth potential.
Industry body British Berry Growers (BBG) says blackberries can be overlooked given their – often mistaken – association with hedgerows.
Isla Haslam, marketing manager at Driscoll’s, explained: “When you say ‘blackberries’, many still think of tart hedgerow fruit and thorny shrubs, but the blackberries on British supermarket shelves offer a different experience entirely.
“Yes, they are larger, but the real difference is the flavour consistency – sweet, plump and wonderfully juicy, week after week. Thanks to years of variety innovation and growers’ care, these are blackberries you can snack on straight from the punnet.”
Aside from their flavour, growers are also positioning British blackberries as the latest ‘superfood’, packed with nutritional value and health benefits from supporting skin health and immunity to promoting good digestion and heart health.
Nutritionist Rhiannon Lambert has joined the campiagn to highlight the immune function and healthy skin benefits of the berries. “They also contain antioxidants such as anthocyanins, which give them their deep purple colour,” she added. ”Emerging research suggests anthocyanins may support blood vessel function and cognitive health, including memory.
“Blackberries are also rich in dietary fibre, which supports healthy digestion and gut function. These qualities make blackberries a versatile addition to breakfasts, whether stirred into yoghurt, blended into a smoothie, or enjoyed straight from the punnet.
“As a nation, it’s worth recognising blackberries not just as a baking ingredient, but as a nutrient-rich fruit that can be easily incorporated into everyday meals and snacking.”
As the British season reaches its peak, blackberries are currently the fastest-growing berry in the UK. In the 12 weeks from end of April to mid-July, British blackberry volume sales rose by 11 per cent and in the last four weeks (mid-July), momentum surged further with volumes growing by 22 per cent, according to figures from Worldpanel by Numerator.
BBG chair Nick Marston said: “By the end of July, our British blackberry growers had supplied almost 1,500 tonnes of blackberries to major UK retailers, a 25 per cent increase year on year. This growth is supported by the development of new varieties, bred for improved flavour, larger size and better shelf life.
“We need to keep educating consumers about blackberries’ great taste, health benefits, and superfood status to keep up the momentum, and get blackberries into the nation’s breakfast bowls.”
