Co-op bunch shows off best of British

A new £8 British seasonal bouquet which changes depending on what’s in season has been launched by the Co-op.

Changing as often as every week to maximise availability during the British summer flower season, the new bunch kicks off with Sweet Williams, peonies and either stocks or delphiniums, and will move into sunflowers, lilies and bupleurum through July.

Further combinations of flowers such as violet-blue asters, snapdragons and brassicas will feature on the way to October.

The bouquets go into 2,000 stores, with the launch timed for British Flowers Week celebrations. They will be wrapped in natural brown kraft wrap paper, tapping into the trend for more loosely tied, natural bouquets.

The Co-op has reported strong sales of British flowers, with daffodils up 15 per cent year on year and peony sales rising 70 per cent last summer.

Jemima Killick, Co-op flower buyer, said: “There’s nothing that says British summer more than a beautiful bouquet of in-season blooms. Over the past year, we’ve really seen our home-grown flower sales blossom so we’ve been working closely with our growers to create this ever-changing arrangement, perfect for brightening up any home this summer.”