Sugardrop and Piccolo added to premium range alongside a new grower-chosen flexi pack as retailer marks the start of British season
Convenience retailer The Co-op has launched a trio of new British tomato lines to celebrate the diversity and seasonality of the homegrown crop.
A new ‘Best in Season’ pack (400g for £3.50) will include at least two different varieties, grown across Essex, Cambridge and Hertfordshire. The varieties in pack will vary based on the grower’s selection on what’s performing well.
Meanwhile two new varieties will join Co-op’s premium Irresistible range, including a convenience retail first for trademarked Sugardrop, described as a sweet, juicy tear-shaped British tomato.
It is joined by popular sweet cherry variety Piccolo, also new to the Irresistible range. Both varieties will be 100 per cent British throughout the season, the retailer confirmed, and will be on sale for £2.45 per 225g.
“Snacking tomatoes continue to grow in popularity and our new offer celebrates the very best of the season and provides the breadth of choice and newness that we know our members and customers are looking for in this category,” said Co-op technical manager, Charlotte Lonsdale.
The Co-op’s Irresistible range has also had a packaging makeover, including a transition away from plastic to cardboard and a plastic top seal that can be recycled kerbside, and which the retailer said will save 77 tonnes of plastic a year.
The British tomato season is due to run until August.
