Asda’s category manager has said the UK’s blackberry market could double in the next three to five years.

Andy Jackson said there was no reason why blackberry sales couldn’t replicate the recent success of blueberries if the flavour could be kept consistent.

He said: “In the height of summer we sell £150,000 of blackberries per week. In October it’s more like £50,000. Overall, the blackberry market could double in the next three to five years."

Offering samples of niche products in Asda has consistently improved sales and Jackson said new, sweeter varieties of blackberry could prove popular.

But he stressed that if customers buy a more acidic batch later in the season and dislike them they may be put off taking a risk on the price of another punnet.

He was speaking at Understanding Blackberries, a conference held to promote the new strains of blackberries Hargreaves Plants has been developing.

Hargreaves has developed a sweeter variety of blackberry that can be grown in the UK called the Reuben.

Jackson said the Reuben was a cause for optimism in the market but it was a shame the flavour was not consistent for the whole season when grown in the UK.

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