‘Superfruit’ grape with deep red pulp and high levels of anthocynanins debuts at M&S and Ocado
AMFresh-owned breeder Bloom Fresh has launched a new ‘superfruit’ grape called Boombites with significantly higher antioxidant levels than blueberries.
Available from M&S and Ocado at an RSP of £3, Boombites Red Berry Grapes contain high levels of anthocyanins, which give other fruits such as blueberries, cranberries and blackberries their superfood status too.
The new variety, which has been developed over the past 10 years, has deep red pulp and a black outer skin, with the aim of attracting new shoppers to the category through its health credentials and striking appearance.
Bloom Fresh’s innovation and quality director Paul Farmer told FPJ that Boombites have “significantly higher” antioxidant levels than the prized superfruit blueberries. And according to independent tests at the University of Murcia, they contain three times more resveratrol, a natural polyphenol known for its antioxidant and anti-inflammatory properties.
As well as M&S and Ocado in the UK, the innovative new variety is available from Grand Frais in France and El Corte Inglés in Spain.
Farmer stressed that branding is central to Bloom Fresh’s approach with Boombites, not least for communicating the variety’s unique inner appearance, however the brand is limited in the health claims it is allowed to make on pack. Instead, Boombites will work with nutritionists on social media to inform consumers of the variety’s health benefits.
Keep your eyes peeled for a more in-depth report to follow.
