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Asda's new avocado pack design

The multiples' affection for the term 'New Season' on more and more of its packaging seems to know no bounds.

And there are many cases where the description seems to be somewhat overstretched as volumes build and the novelty factor no longer applies.

However there are examples where the term is put to good use. Full marks, for example, to our growers who have been celebrating English Tomato Week (May 18-24).

In case the event passes Sainsbury's customers by - Isle of Wight cocktail packs at £1.50 for 300g are carrying the news on a pack sticker.

This time of the year on the calendar, between spring and approaching summer, also provides the opportunity for many countries to find a niche market before the bigger hitters get under way.

Portugal is a case in point, providing Sainsbury's with Chinese Leaf at £1.20 each (no weight), and Marks and Spencer with finger carrots on offer at two for £3 for 200g.

Egypt is lesser known for its stonefruit, but also at M&S, there are 'Perfectly Ripe' Sun Wright yellow flesh nectarines at £3.50 for three fruits.

From a far greater distance, China is best known in the UK for its garlic, pomelos and Asian pears, but now Morrisons has extended its apple range with loose Fuji suitably stickered with a red dragon at £3.49/kg.The fruit is a perfect pink, which might cause confusion with another internationally known variety!

Avocados sold loose tend to look somewhat dull on display, but Asda's Peruvian large Hass avocados have been given a boost with an eye catchingly-designed twin pack at £2.50, or two for £4.

Another way of increasing interest at the top end of the price bracket is to develop sub-brands. Waitrose, for example, has miniature potatoes described as Ruby Gem at £1.35/500g, although the small print indicates that the variety is actually Roseval.

Elsewhere, with English asparagus almost overflowing on most retail shelves, one of the pigmented varieties grown in Norfolk is being described by Tesco as Burgundine.