Cinderella’s carriage has drawn up at Waitrose with the launch of a new pumpkin. The upmarket retailer expects to sell 10,000 Cinderella pumpkins in its stores across the UK, having launched the product this month with the anticipation of strong demand.
The Cinderella name has been drawn from its ribbed sides and distinctive shape that “looks like the fairytale princess’s carriage”.
The variety is popular in France, where it has been available for around 100 years and is known as Rouge Vif d’Etampes.
The pumpkins have appeared in Tesco for the last two years, grown in Cambridgeshire and sold under the name Red Devil.
This year Waitrose is launching its biggest ever pumpkin range. The Cinderella pumpkins were grown in Romsey, Hampshire, from seeds planted in late June.
Jane Howard, account manager at Waitrose’ pumpkin supplier Barfoots, said: “Pumpkins are definitely getting more popular inBritain. This has literally happened in the last couple of years.”
Waitrose vegetable buyer Kate Prall said: “Pumpkins are definitely getting more popular in Britain. This has literally happened in the last couple of years and seems to be down to people using Halloween as an excuse to have a get-together.”
The new Cinderellas follow the success of last year’s newcomers, the giant Sumo and tiny Munchkin pumpkins that are both available in selected Waitrose stores this autumn.
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