Asda’s grapefruit sales are expected to reach record levels this month on the back of consumers' new year diets.
The retailer sold 330 grapefruits a minute during one three hour-trading period this week - some 60,000 grapefruits in total - compared to 28,400 in the whole of December.
It now expects to sell 500,000 fruit in January alone.
An Asda spokesman told ITV: “We've never seen anything like it. Everyone coming through the checkouts today seems to be on a diet.”
Sales of other healthy products have also risen, including fruit, stir-fry vegetables and baking potatoes.
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