It’s always an intriguing process to record how UK multiples create new descriptive terminology on their packaging to elevate the commonplace in consumers’ minds.

Marks & Spencer now has “super vegetables” on the shelf as one of the latest efforts to turn the ordinary into the extraordinary. The pack in question includes a mix of butternut squash and spinach at £1.79 for 240g.

Following suit, Waitrose has applied this philosophy to four of its flat chestnut mushrooms, grown on its Leckford Estate in Hampshire at £1.79 for 275g. Coining the term “mature” for the contents certainly breaks new ground.

Even beetroot has had an uplift, adding to the range which already includes almost everything from naked bunches to the fresh-cut blends immersed in vinegar, herbs and spices. M&S now has British Rosebud “au naturelle” at £1.59 for 180g.

Temptation does not stop there, even if the summer has come to a close, and this month giant pumpkins and their decorative miniature cousins, munchkins, are being piled up in anticipation of Halloween. Satsumas and chestnuts have also arrived.

Nevertheless, watermelons are still making an appearance. The fruit has been sold whole, as halves, and wrapped segments for some time, but Tesco now has a new offer defined as “fans” for £2 for 400g, with an introductory price point of two for £3.

It’s also a time for the English top-fruit crop, with Sainsbury’s proudly displaying shelf barkers announcing that it is “the biggest retailer of British apples and pears”.

Sainsbury’s is still going further afield for chillies, although there is now a thriving home-grown industry. Its medium strength orange red variety, styled as “bigger pack, better value” and sold at £1.35 for 150g, is sourced from Jordan.

It’s also evident that bulk packs are catching on with an introductory offer on 2kg cartons of medium-sized Israeli Kent mangoes at £3.50. The price for a single fruit from the same source, admittedly somewhat larger, is £1.75.

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