Retailer introduces two new varieties for the summer season
M&S is once again putting melons front and centre as it bigs up the fruit as part of its Melon Mania promotion.
It is the second successive summer that the retailer has put a focus on melons, with last year’s Melon Mania helping drive sales up 400 per cent to give M&S its highest-ever market share for the category of 12.8 per cent.
This year, as well as again feature a Baby Watermelon (£2), Sweet Galia (£1.50), Honeydew (£1.50) and Piel de Sapo (£2), M&S is introducing the Waikiki Melon (£3.50) and Yellow Flesh Watermelon (£3.50).
A UK first and only available in the M&S Foodhall, the Waikiki Melon is described as subtly aromatic with hints of vanilla, featuring a pale, pearlescent skin and vibrant salmon-pink flesh. The variety has already amassed almost one million social media impressions.
Both new arrivals land in stores in July, to coincide with peak melon season.
They follow on from last year’s viral sensation, the Limelon, which returns as a limited edition this season in the M&S Foodhall.
